Role: Lead Art Direction
Client: SALT
Agency: 90octane
Account Team: Kari Weins & Nikki Molina
Storytelling: Megan Feldman
Creative Direction: Dan Schrad
Development: Pablo Colomban
The Story
SALT lending provides the original crypto-backed loan, allowing you to leverage your crypto currency for real world usage, while not having to dump your investment. SALT approached 90octane to help them find and target business owners and investors (an audience segment that hadn’t been previously marketed to) and run an awareness campaign to help SALT get a larger foothold in the crypto lending space.
Challenge
Cut through the noise in an immature, untrusted, and rapidly evolving industry that has multiple disparate potential buyers.
Objective
Generate demand for high-value SALT loans among key
audience groups and personas.
Why it worked
Audience
Our personas were committed to both achieving their own financial goals and being a part of making the future real. By going forth with confidence, they could leverage their holdings to make something that once was surreal into a reality, whether it’s a business or investment goal or a personal purchase. This concept also played on the confident, at times cocky attitude of crypto-lovers, as well as their annoyance with the criticism of naysayers.
The “Hook”
This is the insider’s take on the state of crypto, and a shared vision for the future of it. It provides context for why loans matter to our specific audience groups.
Brand
Pointed and direct messaging, with an emphasis on a truthful perspective that challenges the status quo. We weren’t slamming competitors, but holding up our vision of the future as a light for others to follow.
