News

April 16th saw the launch of consumer credit checking website Credit Confidential, with an integrated campaign created by Stephens Francis Whitson – the first work from the agency since they won the account in May 2010.

At creditconfidential.com, consumers can check their credit reports, see their credit rating and detect if they are being targeted by identity fraudsters. With many people in the UK still unclear on the way credit ratings work, the campaign explains the benefits simply and memorably, helping consumers gain the information they need to take personal control of their money.

The ads, devised by Matt Price and Brett Gascoigne, liken the trail of information in a credit report to the trail of paint left by an animated ‘mural man’ as he runs through a city. 

Matt Price, copywriter at SFW, said: “The idea is based on an animation technique that people find extremely compelling to watch. It helps us tell a story about personal finance in a very engaging way.”

The multi channel integrated media campaign, bought by Vizeum UK, will include TV, Press and online display. PR agency, Band and Brown supported the campaign  by bringing The Credit Confidential ‘mural man’ to life with freerunners mimicking the commercial and trailing people around the streets of London, while an ongoing PR campaign will continue to educate consumers about the importance of credit ratings and the importance of keeping track of their borrowing records.

Paul Lewis, Vice President of Credit Confidential, added: “Personal online credit checking is still a relatively new market in the UK. Consumers need to become aware of the importance of their personal credit history and credit rating and the potential financial implications of not doing so. However, our marketing research shows an ambivalence to the credit industry as a whole and a clear role for a brand that will take the lead in engaging with consumers in this increasingly important, but niche market sector. Creditconfidential.com aims to be strongly consumer centric and our integrated, multichannel launch campaign communicates this in a clear and compelling way.”