Noddle.co.uk are a credit check company with a unique offering. Unlike their competitors (most notably Experian), they were able to offer their service for free for life. Our challenge was to bring this to life at a key point in their development, driving millions of new customers to the site before a competitor brand launched.
I worked as the lead planner on this campaign, developing a brand response strategy that worked through the line. Due to their ambitious acquisition targets, I quickly realised that their current strategy wasn’t working. Up until now they had only been speaking to people who had major life events coming up – buying a car, buying a house, getting a new credit card, etc – and had quite a negative relationship with money (deemed ‘financially fearful’). However, the amount of people who had this kind of relationship was dwarved by the amount of people who had a much more positive, always on relationship with their money – the pound positives.
Our strategy focused on engaging these pound positives, and developing more of an always on relationship with people, in order to empower them to do more with their lives.
By creating a sub-culture of Noddlers, and showing the tangible benefits people were experiencing from having a relationship with their credit score, we were able to provide social proof and help Noddle drive new customers to their website.
This campaign is currently live. Below the line strategy is currently in development.