Credit Canada

Credit Canada is Canada’s largest financial counseling agency, dedicated to helping people learn critical life skills in financial management.

Situation:

Address the issue among women, 25-49, of “denial” with regard to their spending habits and consequent growing debt issues within the demographic.

Insight:

Women in debt tend to blame anything other than their personal shopping habits for their spiraling debt load.
Overall, women make up 56.1% of traffic to music sites, with women 35 – 49 making up the largest group. (Nielson NetView study)

Execution:

Targeted TV buy and posters/transit shelters.
Expansion through social media using the universal passion point of music and the social object of the full length music track, “2Scoops” from the TV commercial.

Effects:

Web traffic up by 100%. Conversion up significantly.

PR and social media exposure on an unprecedented level.

National television and press news coverage, including CBC.
Free product placement: posters featured in upcoming Universal Pictures movie “Scott Pilgrim vs. the World.”
Distribution deal struck with Universal Music.
Further promoted through twitter, facebook, soundcloud and MusicXray app.
Trendrr reports 125,000 site views a day and over 200,000 full views of music video on MySpace.
Reviewed and featured in Huffington Post (7 million visitors a month), plus many other blogs.
Featured in BBC’s Focus Magazine.
Winner, best music in an advertisement, Hollywood Music in Media Awards.
National coast-to-coast radio airplay (medium to high rotation) and a 42 city national tour all coincident with 2^nd TV campaign flight.

Credit Canada’s message was intrinsically linked to the song. Everywhere the song traveled and was talked about, the commercial went with it, creating reach and exposure well beyond any traditional media flight.