Go fund yourself.
No co-signer, no collateral.
Just you.

Why “Go Fund Yourself”?

The international loan market is a particularly challenging area. Banks charge very high interest rates, or require co-signers, collateral or large deposits. (Not to mention endless paperwork.)

Prodigy borrowers came from varied backgrounds, with different reasons for needing to or choosing to take their loans with Prodigy.

At the time of this campaign, Prodigy was funding MBAs and postgraduate engineering degrees. Often, people looking to get funding for these degrees don’t have the co-signers and collateral banks are asking for. One thing people accepted to these top-tier schools have in common is a drive to succeed, past success and a desire to do things on their own - with the best possible terms.

How was it used?

Go Fund Yourself was an easy-to-use idea.

It translated particularly well on swag, because it was funny and ‘rude-but-not-too-rude”, and usable - perfect for our consumers.

It was used on posters, flyers and digital media. The message worked well on swag too - it wasn’t overly branded, but used our logo, website and brand colours on items students would use on campus. We also ran a series of tactical on-campus activations giving out free coffees as a chance to talk to students about the offering and send them away with something they’d read - on the cup.

Side note: An interesting challenge we faced as a brand was that we spoke to 150 countries but were only allowed to market in English due to the kind of license we held. This meant we frequently had to keep things very simple. In the case of Go Fund Yourself, it meant that some customers got the joke, and some just thought it was a straightforward call-to-action.