Loantime launched in 2018 as a fast and simple lending platform to help patients afford elective medical procedures and services not covered by health insurance. As a fast-growing start-up, it was looking to raise awareness about and interest in its unique product offering among potential investors, healthcare facilities and consumers. Strategy: The overall video concept was to portray the company as a friendly, approachable lender that processes loans in a simple, personal way. OffWhite Co was challenged creatively to design visuals that all three audiences would find relatable, including a range of ages from millennials to baby boomers. The team took the approach of using line animation to bring characters initially developed for the company’s website and marketing collateral to life in a compelling way. The video reshaped the brand aesthetic by giving bounce and personality to familiar line illustrations found on the website. It quickly establishes the problem and applies a whimsical Rube Goldberg technique to show how easily a personal loan is processed behind the scenes. Throughout the video, visual cues enhance the message that Loantime is transforming a long, boring process into one that is quick, simple and energizing. Goal: To raise investment capital and generate B2B partnerships with hospitals, healthcare facilities and medical practices, and to reach consumers in need of a medical loan. Audience: Investment capital firms/investors; potential healthcare partners; and, patients–typically aged 21 to 60–who require financial assistance for a medical procedure. Performance: The video was successful in helping Loantime secure investment capital and continue to grow its partner base, and is in the process of being launched on social channels to reach the company’s consumer audience on a large scale. The flexible, on-trend spirit of the video is successfully speaking to, and garnering response from, all three audiences.
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