Nimble rebrands and drops the man in the bunny suit from its ads

Personal loan provider, Nimble, has dropped the man in a bunny suit from its advertising, in a move it has called a ‘comprehensive rebranding project’.

The new branding has rolled out across all consumer touch points, including a new colour palette and font for the brand. Meanwhile, the advertising aims to differentiate Nimble from traditional banks and lenders.

The new brand was developed in partnership with DDB Group’s Interbrand. The ads were created by Engine Room Productions.

The move comes after it was revealed in July 2018 that Nimble was looking for a new chief marketing officer as part of a ‘repositioning strategy’. The business is now looking to position itself as a “full service digital bank” as opposed to its previous short-term loan offering.

Current chief product and marketing officer, Oonagh Flanagan, started at the business in October last year.

Flanagan, said in a statement: “The partnership between Nimble and Engine Room was borne out of my desire to make beautifully produced but commercially focused, brand-led acquisition creative, in the most efficient way possible.

“The creative concept is different for Nimble as it is a departure away from both the popular ‘the man in the bunny suit’ concept and our ‘purpose of loan’ driven approach to creative. Instead, these ads highlight how Nimble is different to banks and traditional lenders. We focus on our simple and intuitive online application process and the fact that our time to money is just 60 minutes when your loan is confirmed.

“We’ve created ads for our traditional products, our recently launched and highly competitive personal loan and we’ve even been able to complete one for our soon-to-be launched secured car loan. The creative concept is very efficient because the ads we have made were created in a modular fashion allowing us to mix and match introductions and endings.”

Despite the man in the bunny suit being removed from its advertising, a geometric-style rabbit remains in Nimble’s branding.

Nimble’s new branding includes a different colour palette and font

The campaign will consist of six TVCs which will gradually launch over the coming months. The ads will promote the variety of new products available from Nimble.

Engine Room Productions managing director, Adrian Hyde said: “The collaborative objective was to advance the brand as a credible finance loan service that still retained Nimble’s unique fun, sparky, full-of-attitude tone of voice.

“The range of six TVCs feature three unique openings, six bespoke endings and a singular message around how Nimble makes finance faster. It’s not every day you have a campaign come together so quickly with an amazing team and a great client.”

The man in the bunny suit will no longer appear in Nimble’s advertising

Flanagan added: “We couldn’t be happier with the look, positioning and messages behind our new brand identity and creative. We expect that they will resonate strongly with consumers and I would like to personally thank my team along with Engine Room and Interbrand for all their hard work bringing this change and campaign to life.”

The campaign will also be executed across radio, public relations and digital campaign.


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