The financial comparison market is very noisy and very cramped. So we had to develop a brand that would be impossible to miss. By way of a bearded, blingy guru character in purple satin robes, we launched a brand to help people master their money and experience financial enlightenment. Our direct response TV campaign played a critical part in this, driving 41% more website traffic while on air.
41% more website traffic
200% rise in monthly response
67% fall in cost-per-response
70% more prompted awareness than predicted
1 million+ customers since launch
Turn heads in a complex and crowded marketplace. Generate interest, brand awareness, and make sure everyone remembers the Guru.
We knew we couldn’t outspend the big guns or compete with their market share, so we carved out our own nifty little niche and were smart about how we delivered the campaign. We worked out the key needs and desires of our audience, then delivered three spanking 30” commercials – ‘Meet the Guru’, ‘Loans’ and ‘Credit Cards’. We buddied up with a specialist media company to monitor and identify when each spot should run. This helped us resonate with, and capture the attention of our audience when it mattered. This boosted response rates and reduced cost-per-response by 67% throughout the campaign.
What we delivered
A very purple, and very effective, direct response TV campaign featuring three 30” executions, each positioning Money Guru as the comparison master.
Focusing one beady eye on the creative and the other on strategic elements of the campaign led to a whopping 200% rise in monthly responses, along with a 67% fall in cost-per-response to our client. That’s not all, moneyguru.com gained 70% more prompted brand awareness than predicted, and a 41% rise in website traffic compared with non-air periods. The icing on the cake was being awarded Best TV Campaign at the 2017 Northern Marketing Awards.