financial services

FreeScore.com's Campaign Features 'Score Guys'

Freescore

FreeScore.com is introducing a new ad campaign featuring "The Three Score Guys," which will join previous ad efforts featuring actor/economist/lawyer Ben Stein.

Created by Dailey & Associates of Los Angeles, the new campaign is in direct response to the May 2010 Credit Score Awareness Survey of 1,000 U.S. consumers where 57% of consumers did not realize that they have three major credit scores.

The new campaign, which breaks Aug. 2, highlights the Norwalk, Conn.-based company's main offering: Providing consumers with immediate access to all three credit scores from Experian, TransUnion and Equifax. The online consumer site provides unlimited access to all three scores and a complete credit profile for a fee.

The campaign includes TV, print, online banner ads and social media, including Facebook, says Phil Sandler, vice president of marketing of FreeScore.com.

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The Ben Stein campaign, from Portland, Ore.-based R2C Group, established the FreeScore.com as a credit score site and will continue to run, Sandler says. Since the company's launch in July 2009, over 750,000 people have signed up for FreeScore.

"We will be running both campaigns and creative mix will be adjusted ongoing market-to-market," Sandler tells Marketing Daily.

The new TV spot includes "Three Score Guys" wearing black leotard-type suits sporting a credit score, appearing as a consumer obtains a car loan. The commercial points out that one bad score can potentially ruin anyone's ability to obtain a loan. The campaign is intended to remind people that checking one credit score is not enough, Sandler says.

Sandler compares the use of the two creative approaches to what GEICO has done by having both the gecko and caveman creative executions.

"Ben [Stein] reinforces our service quality, and 'The Three Score Guys' communicate to consumers that they have three scores -- and you need to know all three before you make a major purchase or even apply for a job," Sandler says.

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