Dramatic webisodes about a heavy partying wealthy dog’s path to buying a house are part of an entertaining new campaign to introduce Veda to consumers.
Credit reference agency Veda is diversifying its business with a push into B2C business through a rebrand created by BWM.
The campaign educates consumers about credit ratings and the new consumer credit reporting service VedaScore through a story about a dog who was able to buy a house.
Rob Belgiovane, chief creative officer BWM, said the idea was designed to put Veda on the map.
The teaser TVCs show the cheeky dog, Mark, enjoying the rear-end view of a female dog and having his house carpeted with turf.
The humorous webisodes, which feature a startling creepy doggy chaperone, follow Mark on his journey to buying a house from the denial to the auction.
“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 campaign is a mix of television, brand content, social, digital and radio advertising with blogger engagement through Boom Video, YouTube and Facebook.
There are also two $20,000 promotional giveaways and a national consumer research-based media relations campaign by Cox Inall Communications.
Credits: Client: Veda Creative Agency: BWM 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 PR Agency: Cox Inall Communications (BWM Group) Group Account Director: Sally Fraser Senior Consultant: Angela Jackson Consultant: Alyce Cowan 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