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In its first foray into TV advertising, Credit Canada is showing how excessive bargain hunting can lead to apartment hunting.
Created by Toronto’s Holmes and Lee, the 30-second spot “Eviction Notice” features a woman embarking on an extensive shopping spree, soundtracked by a sunny-sounding song called “Two Scoops” (created by Holmes & Lee president Peter Holmes with input from co-creative director Robert McDougall).
When the woman returns home, laden with bags, she finds an eviction notice on her apartment door. The accompanying super reads “Debt is manageable” before showing the URL for the Credit Canada website and its toll-free number.
“What we wanted to do was relay something that didn’t make people feel worse about their debt; we wanted to relay that there is hope,” said Laurie Campbell, executive director of the Toronto-area credit counselling service. “We wanted to do something a little artsy and trendy, but at the same time said ‘You can get through this. We’ll help you.’ ”
A non-profit association established in 1966, Credit Canada has relied primarily on transit and out-of-home advertising for much of its existence said Campbell.
“This is our real first kick at the can at this type of…media exposure, and it’s just been so on the mark,” she said, noting that web traffic on CreditCanada.com has increased by between 75% and 100%, while bookings with the agency have increased by about 30% since the spot debuted on Oct. 20.
The TV commercial, which completed a month-long flight on Monday (the plan calls for another flight in January), is augmented by transit ads showing people carrying shopping bags bearing phrases like “I just won’t eat for a week,” “It’s not my fault. My parents weren’t that good with money either” and “Oops! I did it again.”
Credit Canada estimates that Canadians are currently carrying an estimated $1.3 trillion in debt (including mortgages), a figure almost twice as high as the country’s gross national product. The average Canadian household has about $80,000 in debt, and the worry is that it will be exacerbated by the current economic conditions.
“It’s a tough environment out there right now,” said Campbell. “People are really struggling, and this is the time when we need to make ourselves known to the public and make sure people are aware of our service so they feel there’s a place to turn.”
Toronto’s McIlroy & King Communications handled the media buy. Campbell estimates the budget for the TV part of the campaign at about $250,000—presumably paid in cash.
