Credit-checking brand Credit Confidential debuts with £5m push

Credit Confidential: taking on Experian with the UK market set to grow
Credit Confidential: taking on Experian with the UK market set to grow

Fledgling consumer credit-checking brand Credit Confidential has launched a £5m ad campaign as it looks to establish itself in the industry.

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,, 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.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers