F-R-E-E That Spells “Free” CreditReport.Com, Baby

Posted: April 18, 2013 in Uncategorized

 

Description

Want an advertisement that makes people smile? An advertisement that sticks in people’s heads and is impossible to get out? FreeCreditReport.Com fulfilled both of those qualifications in their series of commercials.  FreeCreditReport.Com is owned by Experian Consumer Direct.

In October of 2007, Experian began an advertising campaign with unique jingles for every ad. The videos aired on popular new networks, and just the jingles aired on radio stations across the country. They began by using singer Eric Violette portraying a man struggling with hardships and life setbacks because he had a bad credit score and wasn’t aware of it. The commercials stopped airing in February of 201o. FreeCreditReport.Com had nine commercials, the themes being:

  • Pirate Themed Restaurant 
  • Used Car
  • Living with In-Laws
  • Bicycle Riding
  • Rock Stars Pool Party
  • Renaissance Fair
  • Roller Coaster
  • Small Town/Cell Phone Shop
  • Country Bar in Reno

Facets of Effect

-Facets of Effect-

The Facet of Effect that aptly describes the commercials is Perception. First, people are exposed to these ads in several different mediums. Their humor and jingles are definitely attention-grabbers. Free Credit does have relevance to their target audience who may be wanting to buy something and don’t know what their credit score is. This leads into the related topic of awareness. People may not be aware of needing to check their credit score before this.

-Success-

FreeCreditReport.Com had a mixed response when it came to success.

It has been in a couple of lawsuits, along with FreeCreditScore.Com (another business under Experian). In 2005, Experian was sued by the Federal Trade Commission for using deceptive tactics–misleading claims of “free” offers. These practices were addressed in 2009 Credit CARD Act. Now, any free credit ad on TV or radio must also include “This is not the free credit report provided for by Federal law.”

The general public, however, loved the commercials. In fact, consumers who loved the original band petitioned the get that band to return, which they did in 2012, releasing a couple of commercials for FreeCreditScore.Com.

Target Audience

-Demographics-

The predominant demographic in these films is AGE. The commercials focus on portraying young couples who may, in all likelihood, never used a credit report before. The men singing are young, and they are talking about things young couples would do (buy a car, buy their first house). In several of them, an old lady is looking disapprovingly at the singers. Credit monitor can be for any age. But the young people that are portrayed in this commercial and who Free Credit is probably targeting are the later “Baby Busters” and the early “Generation Me”.

-Psychological-

Under the VALs system, the target audience for Free Credit would be the “Achievers.” What are YOU going to achieve? You could achieve a job, car, or house…if you had good credit. They are also under the label “I Am Down to Earth” (even if they previously believed they were “I Am Expressive”).

-Behavioral-

This fits under the Think-Feel-Do. Their commercials create a learning and understanding of their service, which many may not know about. Their jingles provide information and persuasive arguments.

Personal Analysis 

I  loved these commercials. Even though I haven’t been in a search for a credit report/score, the commercials are humorous, and the jingles are catchy. In fact, they are easily memorizable and fun to sing back. Jingles are rather cliche, and, for me personally, the best advertising to roll my eyes at. However, there is nothing overly cheesy about these jingles while still conveying the message.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s