Brief
Create a new TV advertisement – from script through to production.

Four advertising agencies had already tried to beat the current control TV advertisement without success.

Aim
Outperform current TV advertisement.

What we did
We developed a research questionnaire that was sent out to all customers who had seen the control TV advertisement, and who had then completed a loan as a result.

While we didn’t base final decisions about script on the research, it did provide valuable insights. We also researched how customers felt AFTER they completed their loan. The word that came up the most was “relief”.

The final script followed a simple problem/solution scenario, which is known to work well for DRTV. Rather than facts, it focused on the feelings and fears of people who needed to consolidate debt and showed them how they’d feel after consolidating.
Results

This campaign was tested against the control on a 50/50 split. It beat the control on some channels, but not on others. However it produced a higher result than all other agency attempts.