Credit rating brand Veda turns to branded content with story of dog that bought a house
Credit score company Veda is relaunching itself as a brand targeting consumers with a new branded entertainment campaign created by ad agency BWM and sister PR company Cox Inall.
The three part branded entertainment series, produced by Radical and directed by the US-based Adam ‘Rosey’ Rosenblatt, tells the story of a dog’s attempt to get a credit rating in order to buy a home.
The campaign tells the story of Mark the Dog through three webisodeswhich sees him in need of a new home after the death of his owner. The webisodes focus on Mark the Dog, getting a job as a masseur, using VedaScore to improve his credit rating and outbidding a cat for a home loan.
According to BWM, the aim of the campaign is to bring VedaScore to the attention of a younger audience that has little awareness of the brand and the need to managing their credit history.
BWM’s chief creative officer Rob Belgiovane said in a statement: “It’s a fun idea to help get Veda on the map. Preliminary research told us the target audience didn’t know why they should care about their credit history and, that the concept of a score or rating was a touchy subject, as people don’t like to admit they might have a problem with getting credit. We needed to show the usefulness of a VedaScore if you want to apply for credit. But people can be quite sensitive about their credit rating, so a dog buying a house takes the edge off that fear.”
The films are supported by advertising.
Veda’s B2C brand and customers GM Lynette Argent said in a statement: “Operating now in the digital age, we wanted our launch to create talkability and give people engaging content to share online.”
Credits
BWM Agency:
- Chief Creative Officer: Rob Belgiovane
- Creative Director: Rocky Ranallo
- Creative: Matt Ennis, Blake Arthur, Chris Boyd, Andrew Ostrom
- Head of On-Screen: Abby Hunt
- Producer: Yvette Colegrave
- Group Business Director: Muna Nageh
- Account Director: Guy Lovell
- Planner: Paul Scarf
Cox Inall Communications (BWM Group):
- Group Account Director: Sally Fraser
- Senior Consultant: Angela Jackson
- Consultant: Alyce Cowan
Veda:
- GM B2C Brand and Customers: Lynette Argent
- General Manager, eCommerce & Marketing: Victor Leung
- Marketing Manager: Belinda Diprose
Production Company: Radical @ Collider
- Director: Rosey
- Executive Producer: Rachel Ford-Davies
- Sales & Marketing: Charity Downing
- Producer: Catherine Warner
- Collider Films Offline Editor: Andrew Garwick
- Post Production Company: Method Studios
- Music Composition: Gus Till
- Sound Design: SongZu
- Sound Engineer: Abby Sie
- SongZu Music composition: Gerard Fitzgerald
- Sound Producer: Trelise Caughey
Media Buyer: Pearman Media
https://www.youtube.com/watch?v=mQvA3OlCPlc
Miranda Ward
Linkedin
Not bad. Not bad at all.
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Well, that’s 6 minutes of my life I’m never getting back. I should have stopped watching after the first video. I have no-one to blame but myself.
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i really wanted to like this, but the idea couldn’t sustain nearly 7 minutes of viewing.
could have been done in 60 seconds, 30 at a pinch
to me it highlights that in relation to longer-form web content, just because you can, doesn’t mean you should
spend the money saved on media to spend on fresh creative so the comms problem is attacked from three angles instead of one
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Using tacky humour aimed at 15 year old school boys to try and encourage 30-somethings to get a home loan doesn’t work at all, I’m sorry.
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Great concept, loved it.
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The first three episodes lack consistency and vary in length. Perhaps it is the style that creatives went for but it comes across a bit amateur. The message is diluted and is hard to grasp. If they had 3 minutes to fill, they could’ve said the same thing 10 times with more effective 30-sec spots and the results most likely would’ve been a lot more memorable. I’m clearly not a target demographic…
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