Freecreditscore DM THE SECRET by The Martin Agency Richmond

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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: Direct Response Broadcast: TV, Radio & Infomercials
Product/Service: BANKING
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.
The objective was to help people get over the fear of dealing with their bad credit and ultimately have them subscribe to our credit monitoring service. All ads in this category had been very threatening. Our strategy was to talk about credit in less dire terms. To instil less fear in people and try make monitoring your credit more approachable.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
By having a band sing about less than life threatening situations we were able to begin to have a dialogue about credit with consumers who, otherwise, would have tuned it out. There was nothing scary about it. And we would make doing it almost fun.

The spots drove to the where the band had a presence and consumers were encouraged to sign up for the service.

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 band. By having this band cover our songs instead of writing their own, we were able to keep our brand messaging consistent.

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.
Traffic to their site was up 25% and new orders were up 35%. And the band has gone on to perform at SXSW music festival and on late night TV talk shows.