The loan market isn’t growing, yet the competition continues to intensify. Money lenders’ aggressive marketing has successfully lifted their share, becoming direct competitors to the bank sector in this space. As a challenger, we need to breakthrough from the old way and come up with a new approach for business growth. Instead of looking for those who are “in-market for loans”, we turned to people’s “motivations” of taking loans. We’ve managed to shape our communication messaging based on their aspirations, making better connection which in turn, improved our communication relevancy. We are not only to improve brand consideration, immediate business results received – 258% YOY increase on online applications, 144% YOY increase on digital revenue and 13% YOY increase loan market share. How we can reverse a downward trend?