Freecreditscore DM BAND SEARCH by The Martin Agency Richmond

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BAND SEARCH

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Industry Banking & Financial Services
Media Direct marketing
Market United States
Agency The Martin Agency Richmond
Creative Director Steve Sage
Art Director Jp Bovie
Copywriter Dave Muhlenfeld
Producer Valerie Battenfeld
Released July 2010

Credits & Description

Category: Financial Products & Services
Advertiser: FREECREDITSCORE
Product/Service: BANKING
Agency: THE MARTIN AGENCY
Date of First Appearance: Jul 13 2010
Entrant Company: THE MARTIN AGENCY, Richmond, USA
Creative Director: Steve Sage (The Martin Agency)
Copywriter: Dave Muhlenfeld (The Martin Agency)
Art Director: JP Bovie (The Martin Agency)
Account Executive: Neill McIvor (The Martin Agency)
Account Director: Kathryn Leake (The Martin Agency)
Executive Producer: Brian Cooper (The Martin Agency)
Producer: Valerie Battenfeld (The Martin Agency)
Media placement: TV - FOX - July 13, 2010

Describe the brief/objective of the direct campaign.
Our client's previous web site, the highly successful FreeCreditReport.com, had used a "spokesband" in its commercials. For their new site, FreeCreditScore.com, the client wanted to find a new band. We decided to enlist the public to help them do it.

Our strategy was to use young, unsigned bands and their enthusiastic fans to spread our message for us. By requiring bands to cover our information-rich, client-approved songs—each of which was effectively a 30 second ad for the service—we were able to exponentially increase exposure to our message. And we were able to help these young bands get needed exposure.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We held live auditions in 3 major cities and also opened the search up to online submissions. Four finalists were chosen to fly to LA, where they recorded covers of our 30-second songs in a pro studio. They filmed videos for the songs. These served as commercials.

The spots drove traffic to the web site, where people could get to know the bands better, view another performance, and vote for their favourites once per day. Bands were given media and digital tools to help drive votes through their own networks. Calls-to-action and product information were integrated at every step.

Explain why the creative execution was relevant to the product or service.
Voltaire said "Anything too silly to be spoken is sung." We applied that to credit monitoring services—a pretty dry subject on paper, but one that becomes engaging through music and through the youthful earnestness of our competing bands. By having these bands cover our jingles instead of writing their own, we were able to keep our brand messaging consistent.

In addition, we integrated calls-to-action ("Get your free score now!") in fun ways throughout, stencilling it on amplifiers, slapping in on a band's kick drum, and embracing, rather than running away from, the company's logo, URL and offer information.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
900,000+ site visits.
500,000+ unique visits.
Over 200,00 votes were cast.
Traffic to FreeCreditScore.com was up 25%
New orders were up 35%.

And of course, there were the cultural results—the new band announced at the MTV Video Music Awards, a showcase at SXSW, a record deal for one of the finalist bands, and countless new fans for more than 100 unsigned, hardworking bands across the country.