Credit reference agencies rake in millions by signing people up to free trials, taking payment details to do so then charging rolling subscriptions, which are never cancelled. Noddle, the UK’s first truly free credit report service, challenges this and we were tasked with its launch
Ex Egg CIO Tom Ilube was a man with a very big mission – to disrupt the multi-million pound credit report market with his free-for-life service, Noddle.
Yet going up against established competitors whilst at the same time tackling consumer apathy would be no mean feat. We arrived at a disruptive campaign, which tapped into insight proving the link between finance and fitness.
Enter 80s fitness guru Mr Motivator, who ran a series of National Credit Workouts using simple exercises to show how to improve your credit rating and get in financial shape. The four-week touring road show kicked off in London near iconic Tower Bridge, and then moved on to Birmingham, Leeds and Glasgow and supported with promotional radio and print activity in major regional media.
Sign ups peaked to 20,000 over the campaign period, with media highlights including Sun Online, Metro, Guardian, Sunday Telegraph, a BBC Breakfast ‘on the sofa’ interview with Tom and 17 regional radio interviews with Mr Motivator talking about his National Credit Workout. The campaign also generated 270 backlinks boosting Noddle’s Google ranking.