ClearScore tries human touch to push credit score app

Credit reference specialist ClearScore is aiming to show how it can help Brits navigate the cost of living crisis by dramatising the emotional benefit for consumers who manage their credit score.

An integrated brand campaign, “It’s time to be clear”, created by Atomic London with media by Medialab, seeks to connect to the reality of financial challenges and ambitions facing consumers by adopting a creative idea grounded in a “helpful, human tone”.

The 40-second TV spot tells the story of a father and son as they go through the ups and downs of living together, with the son having to be constantly remined to preserve energy by turning the lights out. As the ad progresses, the son’s credit score improves enough for him move out into his own place, although even when he moves in his dad cannot resist the chance to remind once again about turning off the lights.

The brand campaign is also accompanied by DRTV, radio, social and digital, with the uniting message that taking active steps to managing finances can help consumers towards the things that matter in life.

ClearScore marketing director Maren Coleman said: “The world of finance is often complicated, cluttered and stressful. We want to bring clarity to users so they know where they stand financially and help them improve their financial wellbeing. Our new campaign highlights how people can understand and improve their credit score and how that helps get them to where they want to be in life.”

Atomic London executive creative director John Cherry added: “ClearScore is a great product, made to genuinely help millions of people understand their credit data and get the opportunity to handle their finances through this tough economic period. It’s a pleasure to work with such a significant brand and with clients that are up for doing something different that stands out amongst over promising competitors.”