Experian turns 'Grimm' fairy stories into happy endings

Experian is opening the new year with a new marketing strategy which takes a leaf out of the Brothers Grimm storytelling genre to drive awareness and consideration of its credit score tool, and demonstrate how it can lead to better ﬁnancial outcomes that help consumers achieve their goals and aspirations.

Devised by BBH, “Better your Story” is designed to inject a much-needed dose of positivity and actionable hope into the ﬁnancial category, centring on well-known nursery rhymes and fairy tales to underscore the universal need for a helping hand.

A 60-second ﬁlm, radio and three out-of-home (OOH) executions highlight stories where a small intervention from Experian could have fundamentally changed the ending.

The activity will also run across cinema, VOD, digital and social for an initial three-month burst, with media handled by PHD.

The launch campaign’s TV spot focuses on the woman who lives in a shoe, reframing this traditional folk rhyme first published in 1784 to show how Experian could have guided her toward a better mortgage outcome and, ultimately, a better home to ﬁt her growing family.

This vision was realised by director Tom Noakes through Business Club. The production featured the juxtaposition of the ﬁctional and the modern, including two life-size shoe set builds and detailed, illustrated storybooks crafted with Curious Productions.

The music was created for the campaign with composer Tom Caruana from Wake The Town and rap artist and musician Meduulla, who voices the ad and brings a modern world feel to the traditional rhyme.

Experian Consumer Services chief marketing officer Sal Miller said: “Better Your Story is more than a campaign – it’s our commitment to helping people take control of their ﬁnancial future. We know that life doesn’t always go to plan, but with the right tools and guidance, everyone has the power to change their narrative. This platform brings that promise to life in a way that’s bold, relatable, and full of optimism.”

BBH executive creative director Felipe Serradourada Guimaraes added: “Once upon a time BBH made a cracking modern day fairy tale to tell the world about credit scores. And the ad world lived happily ever after. The end.”