The company, which will go head to head with existing service providers such as Experian and Equifax, is targeting consumers who want to check their credit history reports and find out whether they have become a victim of identity theft.
Through its website, Creditconfidential.com, the brand will initially offer a free, 30-day trial, as well as a one-off credit check costing £6.95 and membership costing £9.95 a month. The venture is managed by online specialist Adaptive Infinity, with the credit data provided by Callcredit.
A TV, print, online and PR campaign will attempt to explain to consumers the ben-efits of monitoring their credit rating, including the ability to correct mistakes in reports.
The TV ad, created by SFW, shows a green, mural-style character leaving a mark on the sides of buildings, before chasing a rival character which has carried out identity theft. The voiceover states: ‘As you make your way through life, you leave a trail called your credit history.
If it contains any errors, it can cause you problems, but with Credit Confidential you can spot them and life can run a little more smoothly. And if someone else tries to apply for credit in your name, you can take action before it’s too late.’
Media planning and buying for the campaign has been handled by Vizeum, which, along with SFW, was appointed to the account in May last year. PR will be overseen by Band & Brown.
Paul Lewis, vice-president of Credit Confidential, claimed that the newcomer has the edge over its competitors due to its consumer-friendly branding and transparent business model. ‘Our rivals tend to be far more business-to-business, with a very safe creative approach. Our branding is fresh and distinct,’ he said.
‘We also believe in inform-ing better. The average guy on the street doesn’t understand credit ratings,’ he added.
Experian, which operates through its Credit Expert brand, is the biggest service of its type in the UK. Last year, it launched a series of surreal campaigns, created by The Red Brick Road.