The Brief
Debt Management is a highly competitive marketplace. Carrington Dean wanted to cut through the noise and reaffirm their place as one of the leaders in the sector. They needed an original creative strategy, execution and brand personality and tone of voice, to ensure they were front-of-mind for their target market. This would be executed across TV, Radio, OOH and Digital.
The Insight
As the Cost of Living Crisis worsened, people were looking for ways to save money. The media was full of stories about energy bills, mortgages, food costs, etc. By being able to help cut their debts by up to 70%, Carrington Dean could provide a different way to improve their financial situation and ease the stress and anxiety.
Listen to the radio advert below
The Solution
Don’t just cut costs, cut the debt.
This simple message encapsulated the core proposition – that when trying to tackle the cost of living crisis, there were alternatives to just reducing your spend.
We created a 30 second TV ad featuring a number of characters expressing this message, to reflect the reality that debt affects people from all walks of life. Elements of the ad were repurposed to create assets for use in the other advertising mediums, for continuity of message and tone. The characters addressed the camera directly, to make the ad particularly engaging with the audience, and to convey a tone of openness and honesty.
Light humour was also used, to ensure the message stayed positive, hopeful and friendly.
