P2Bi – The Ex-traordinary Woman

P2Bi is a crowdlending company that was launching a new product called Ex-Factor for their current businesses that lend to, and to attract new businesses to their crowdlending platform. This idea has a lot of fun with the many ways we use “ex” in order to seed the product name Ex-Factor and make it stick.
Meet the Ex-traordinary Woman. She is an enviable woman. She is cool, smart, attractive, witty, confident and wealthy, with a bit of a “I play outside the normal rules” rebellious attitude that fits perfectly within the P2Bi brand culture (they are disruptors to a staid and conservative financial category). She’s done it all successfully and easily. She sets up the idea of what P2Bi does overall (funds businesses) and demonstrates how easy it is with Ex-Factor, their new line of credit product. The set up is simple with a lockdown shot, some props and a bit of mischief and shenanigans going on behind him in each video.
Tactically we set up a new domain, TheEx-traordinaryWoman.com that redirects to a P2Bi landing page where you can watch the video and learn more about the Ex-Factor line of credit. A banner campaign and t-shirts drive to this new URL.
Because the target is small to medium sized and growing businesses, the call to action and main theme is:
Ex-Factor. For The Ex-traordinary business.

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