Moneytree

Stevenson Advertising was assigned by Moneytree to develop a new creative approach to market payday loans, increase awareness of Moneytree, and tie the name to the products they sell.

Assignment:Stevenson Advertising was assigned by Moneytree in 1998 to develop a new creative approach to increase awareness of Moneytree and its products.

Objectives:One of the main objectives of the assignment was to make consumers aware of Moneytree’s clean, bright environment, convenient hours and locations, and the excellent customer service from its friendly staff.

Strategy & Creative Execution:To achieve the objectives for Moneytree, Stevenson Advertising developed a new spokesperson in the form of a mascot -- a big caterpillar named Bob. Bob is warm, fuzzy, and friendly.

Media strategy: Because of the visual nature of the commercials, Stevenson Advertising’s media department recommended television to convey the message.

Campaign Achievement: The Bob the Caterpillar campaign was a tremendous success for Moneytree, and the caterpillar continues to be a well-known figure associated with Moneytree to this day.