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2 August 2018

A clear success.

by Jason Stone

ClearScore: “Playground” - 30s

How do you make a credit scoring service sound exciting? That has to be one of advertising's greatest challenges but it's been met with aplomb by 18 Feet & Rising and - in the latest pair of ads - director Ben Wheatley.

In this execution, the idea of freedom is expressed through a series of playground 'animals' which start rocking in response to music playing in a nearby car. It's diverting, quirky and provides a reminder of the service's value.

ClearScore's success is built on the simple notion that knowing where you stand is the first step towards gaining control over your finances.

It's a shrewd idea. Only a privileged few won't have gone through the experience of dreading letters in brown paper envelopes or peeking at their bank balance between partly closed fingers. The idea of taking control in these circumstances is appealing but it's hard to know where to start and the traditional model in this market sector involved taking out a monthly subscription which made it feel as though the credit agency was just another company hoping to exploit the vulnerability of those in difficulty.

ClearScore stepped forward with a different model in 2015. Free for end users, it earns money on a commission basis from the companies which sell their services through the site. Together with a branding which - unlike its competitors - doesn't sound like a financial corporation owned by The Joker, it was an approach which had the potential to revolutionise the sector.

But there would be no sea-change if no one knew about the service so it was vital to get the advertising right. Anna Kilmurray knows her onions and - as she says in this article - she recognised that the key to raising awareness lay in getting the TV advertising right.

Up steps Anna Carpen at 18 Feet & Rising who persuades the company that they need an atypical approach for the sector. Then fast forward through two years of films which have done just that, and you arrive at the latest confection. Eye-catching and with a simple message, this TVC underlines the extraordinary success of this service.

Experian - which purchased ClearScore earlier this year - now uses the same free model and it's hard to think of another service which has so successfully disrupted its market sector...with advertising from one of the industry's most interesting young agencies playing a key role.

Creative Agency: And Rising Ⓟ Ⓦ
ECD: Anna Carpen
Creative: Julie Herskin / Anna Carpen
TV Producer: Georgia Dickinson
Film Production: Moxie Pictures Ⓟ Ⓦ
Director: Ben Wheatley Ⓟ Ⓦ
Producer: Sue Caldwell
Cinematographer: Barry Ackroyd
Editor: Quin Williams Ⓦ @ tenthree Ⓟ Ⓦ
Post Production: Vittorio Giannini / Charles Gillett @ Freefolk Ⓟ Ⓦ
Colourist: Paul Harrison
Flame: Andy Copping
Nuke: Rob Sheridan
Sound Designer: Munzie Thind Ⓦ @ Grand Central Ⓟ Ⓦ
Voiceover: Rob Crouch

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.