UniCredit Bank

People don’t think in terms of cash loans. They think in terms of a new kitchen, a working car, or finally taking that long-postponed trip.

That was the insight behind UniCredit Bank Serbia’s spring campaign for its cash loans and refinancing products. The goal wasn’t to highlight financial jargon. It was to meet people in their real-life situations, speak their language, and help them see that what they’ve been putting off doesn’t have to wait any longer.

To bring this to life, UniCredit partnered with Recommend to create a content series that captured these everyday needs and turned financial messaging into something emotionally resonant, practical, and clear.

Cash loans are often communicated with charts, rates, and repayment schedules. But that’s not how people live.

Recommend’s role in this campaign was to flip the script. Instead of focusing on broad market trends or generic promises, the campaign leaned into relatable, scenario-driven storytelling.

Every piece of content was anchored in a real-life "use case": a home renovation that’s been delayed for years, a need for a more spacious car, or simply the wish to stop relying on "temporary fixes." These stories helped reframe UniCredit’s offering - not as a financial burden, but as a practical tool for improving quality of life.

Recommend’s content engine was used to generate a series of tailored landing pages and Meta assets, each focused on a specific need or situation:

• A family finally upgrading their worn-out kitchen
• A couple refreshing their home one step at a time
• Parents realizing it’s time for a bigger car
• Individuals wanting to book that long-postponed trip
• Everyday people dealing with sudden home or car repairs

Each story was written in a tone that felt helpful and conversational, avoiding pressure, skipping buzzwords, and keeping the focus on clarity, calm, and confidence.

The content clearly outlined the benefits of the UniCredit cash loan offer - fixed interest rates, no processing fees, repayment terms of up to 71 months - and introduced optional loan insurance in a straightforward way.

These weren't finance ads. They were human stories with a financial solution attached.

Instead of shouting about money, the content whispered about possibilities.

One piece described the feeling of trying to fit groceries and kids into a too-small car. Another imagined the quiet joy of finally renovating a space that’s served you for years. Yet another simply posed the question: "What if you stopped waiting?"

Each version of the story was matched with Meta-ready ad assets - short headlines, clear calls to action, and visuals designed for quick scroll-stopping impact.

And whether it was a new sofa or a working air conditioner, each story had the same message underneath: This is achievable. And the rate? It never changes.

Here’s what the campaign achieved across key channels and audiences:

• +38% increase in time spent on product landing pages
• 3.2x ROAS across Meta platforms
• 2.5x increase in engagement vs. previous bank campaigns targeting the same audience
• Significant lift in campaign recall and message clarity among target age groups

The result? Better understanding of the offer. More trust in the message. And a campaign that translated finance into real-life meaning.

Recommend enabled UniCredit to move quickly and confidently, generating a full suite of local-language landing pages, ad copy, and creative frameworks, all aligned with the tone and culture of their audience.

What made it work:

• Content at scale, tailored for everyday needs
• Consistent brand tone, adapted across all formats
• Creative simplicity, with clear, benefit-first storytelling
• Efficient asset production for Meta ads and digital placements

This approach gave UniCredit a unified story across channels, without falling into the usual financial clichés.

As stated, this campaign wasn’t just about showcasing UniCredit’s cash loan offer. It was about changing how people relate to credit.

By anchoring every message in a human context, the campaign helped reposition loans not as complicated obligations, but as tools for progress. Small upgrades. Everyday fixes. Life that flows a little smoother.

And that’s what Recommend is built to do: turn complex offers into clear stories people connect with.