Creating an edge by smoothing one out

MFC started out in 1996 with a single-minded purpose of only financing motor cars. With an investment in good people, innovative technology and a nationwide network of accredited dealers MFC has become a major force in the South African motor industry. With a book of approximately R15 billion, MFC finances close to R1 billion worth of cars a month, processing 60 000 + applications for finance, through 1 500 dealers countrywide with a staff of 400 people focused on financing 37 car brands to ensure that when you walk onto a showroom floor you experience their special brand of one on one service.

Jonathan Amm, Do Unto Others' Strategic Director says, "People all over the world, and of every income level, respond to marketing that promises and delivers basic human wants. When approaching a new brand positioning there are many elements to consider. Relative consumer needs, place in market, new market opportunities and competitive positioning to name a few."

Faced with well established vehicle finance competitors with strong mother brand equity, Do Unto Others was tasked with developing a new brand positioning for MFC that would be relevant to both consumers and dealers alike.

"Our research kept telling us that all people wanted is finance. Simple finance. Uncomplicated finance. Finance without a myriad of prohibitive clauses. They wanted the easiest path to drive the car of their dreams. MFC's main advantage is their IT platform and because they solely finance cars their streamlined IT approval process provides a small but clear market advantage. We decided not to focus on what they do (because finance is largely generic) but rather how they do it (which is massively differentiating!)" explains Amm.

"MFC's new brand positioning Smooth, Frictionless Finance was an exercise in creative simplicity. People wanted simple, accessible finance fast and once we identified MFC's core strengths in relation to the market the new pay-off line almost wrote itself. It holds the simple promise of what consumers most want from a finance house without over promising. Our next challenge was to give humanity to a rather virtual/behind the scenes business and to show people MFC's special smoothing approach to finance," comments Mathew Sher, D.U.O.'s Creative Director.

In developing a new TV advert for MFC, Do Unto Others wanted to give consumers an insight into the people behind the financing process. Financial "craftsmen," who you would likely never meet face to face, but are everyday smoothing your life in small ways. The TV ads are a visual feast showing a parallel between a variety of passionate (behind the scenes) craftsmen and their approach to their respective smoothing crafts. The silk weaver and the road repair crew. The surfboard maker and the charismatic man stripping the thorns off roses are just some of the scenes that all come together to bring out MFC's new Smooth, Frictionless Finance approach to a new and receptive audience. The imagery and the music were designed specifically to give consumers a different take on seemingly normal tasks that we all take for granted. One example is the surfboard scenario. Instead of a surfer riding a wave as is commonly seen in TV commercials, the focus is on a veteran surfboard maker sanding a new surfboard in existence.

The MFC TV commercials were shot over three days by Jonathan Parkinson of Fresh Eye Films with a veritable army of art directors, stylists, set builders and camera technicians in tow.

The scenes were captured in some interesting locations in and around Johannesburg with some impressive improvisation! They shot a kitchen in an ice-rink, a lounge in a cupboard and a cupboard on a street. They created a Nordic Curling team's equipment from nothing and made it rain on a sunny JHB afternoon! They dug up half of a Johannesburg CBD street and stopped traffic at the Johannesburg train station. They went through all this so that MFC could leave consumers with one enduring and memorable thought... Smooth, Frictionless, Finance!

People always want something extra, an emotional bonus when they buy something they love - especially a car! The Motor Finance Corporation's new positioning and TV ad certainly create a new edge for this fast growing motor finance brand!

Do Unto Others (D.U.O) Background information:

The Amm and Sher duo combine marketing and creative thinking in a way that enables them to carve out unique, ownable and defendable brand territories for their clients. D.U.O encourages a crossover between strategy and creative and both partners engage in both aspects, instead of operating in independent silos. Since starting out in a garage in June 2005 they have succeeded in securing the Lindsay Saker and MFC accounts with billings worth around R14 million. "Our clients value the fact that we really understand their businesses and integrate a strategic marketing approach so that our creative work is relevant and connects with customers," comments Amm.

"The D.U.O philosophy revolves and evolves around trust. Never take without giving back, treat others the way they would like to be treated, act with integrity and professionalism and clients will gravitate towards you, let the work speak for itself and the accolades will naturally follow and always try to nurture the young talent because they will in turn nurture when their time comes," comments a passionate Sher.

Do Unto Others understands that making promises and keeping them is the best way to build a brand. In the world of advertising integrity, trust and reputation have never been more important.