Advertiser: EXPERIAN CONSUMER SERVICES
Agency: THE MARTIN AGENCY
Category: Financial Products & Servcies
Senior Copywriter: Andrew Goldin (Martin Agency)
Creative Director: Daren Levis (Experian Consumer Services)
Director/PR: Greg Young (Experian Consumer Services)
Vp/Account Director: Kathryn Leake (Martin Agency)
Svp Marketing/Chief Marketing Officer: Ken Chaplin (Experian Consumer Services)
Vp/Director Of Digital Engagement: Meg Riley (Martin Agency)
Project Manager: Rebecca Gricus (Martin Agency)
Marketing Director/Social: William Chamberlain (Experian Consumer Services)
Design Lead: Grant Yurada (Experian Consumer Services)
Associate Creative Director/Art Director: John Szalay (Martin Agency)
Copywriter: Justin Bajan (Martin Agency)
Vp Advertising/Chief Creative Officer: Mark Hriciga (Experian Consumer Services)
Brand Marketing Manager: Mark Pepping (Experian Consumer Services)
Senior Online Marketing Manager: Amanda Yagi (Experian Consumer Services)
Vp/Executive Producer: Brett Alexander (Martin Agency)
Digital Producer: Brian Mount (Martin Agency)
Associate Planning Director: Julie Runner (Martin Agency)
Creative Director: Katie Acs (Experian Consumer Services)
Senior Manager/Broadcast Marketing: Lydia Robot Webb (Experian Consumer Services)
Vp/Creative Director: Steve Sage (Martin Agency)
Outcome
The contest exceeded our expectations with 5,237 entries. We had over a million video views and over 405 million digital impressions served. Visits to the freecreditscore.com site increased 5% and orders were up 3%. Additionally, our Twitter followers increased 295%.
Client Brief Or Objective
Everyone thinks they can make better commercials than the ones on TV. So when it was time to develop advertising for freecreditscore’s new Score Planner tool, we thought, let’s give them the chance. We created a campaign showcasing Score Planner “sliders” and illustrating the impact that different actions have on credit scores. Each ad features a couple using the sliders. The couple is confronted with a “mystery slider” and moving it results in unexpected experiences. As expected, people took to the internet to say they could do a better job. So we gave them the tools to do just that.
Implementation
We launched the “Make a Better Commercial Than We Did” contest. The more ambitious could create their commercial by uploading a video into our commercial editing software. The less ambitious could suggest an idea for an ending. The weekly suggest winners had their idea brought to life by comedians Rhett & Link. And so there were no excuses, we made it so EVERYONE could enter. People could submit ideas via phone, fax, mail, tweet, e-mail, text, Facebook or through the site.Now, anyone who ever said, “I could make a better commercial than that,” had the tools to do so.
Relevancy
The Score Planner tool is all about actions and reactions. What people do with their finances can affect their credit score. And that demonstration is brought to life via the Score Planner sliders. People slide to show their action and then they see the outcome (how it affects their credit). So to engage people, we took the same thinking and extended it. The question was no longer, "How does what I do affect my credit?" but became, "How does sliding the slider affect the situation?"