A new consumer credit checking company Credit Confidential is being launched to challenge the market dominance of Equifax and Experian with a major integrated marketing campaign.
The push has been created by Stephens Francis Whitson, and is the agency’s first work since it 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 the growing threat of identity theft.
The market has been dominated by Experian and Equifax for years, with Call Credit also trying to make inroads. But, until recently, when Experian launched its Credit Expert service, most schemes have targeted businesses. Credit Confidential is designed to be purely consumer focused.
With many people in the UK still unclear about the way credit ratings work, the campaign explains the benefits simply, helping consumers gain the information they need to take personal control of their money. The multi-channel integrated media campaign, bought by Vizeum UK, will include TV, press and online display. The ads 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. It is being supported by PR activity, including freerunners mimicking the commercial and trailing people around the streets of London.
Credit Confidential vice president Paul Lewis said: “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.”
