For many of us, the idea of making personal improvements would make us happier. Perhaps, even give us a new reason to smile. But the insurance companies say these kinds of procedures are not necessary and won't pay for them. So what can you do? We could save up, put it on a credit card...or take out a signature loan. That's where the idea of "Lifestyle Lending" came from.
I was asked to help Mountain America's Lifestyle Lending department put together marketing materials that were placed in dentist's, orthodontist's, doctor's and ophthalmologist's offices. But that wasn't the extent of their market; they were also lending for veterinary services (because if my dog isn't healthy, my family ISN'T smiling!), hot tubs, kitchens, high-end mattresses, computers and more.
The approach of "A New Reason to Smile" with the picture of a pretty lady with perfect teeth was the perfect approach. Other small images of happy families with different reasons to smile added to the campaign. A direct mail campaign was also included and it generated a terrific response. At last review, the campaign had done very well, and had given the Lifestyle Lending department their own "reason to smile."
