What's Happening?
Experian has introduced a new brand platform called 'Better Your Story,' developed by the ad agency BBH. This campaign aims to bring optimism to personal finance by encouraging individuals to take control
of their financial futures. The campaign creatively uses nursery rhymes and fairytales to illustrate how small, informed actions can lead to better financial outcomes. A central piece of the campaign is a 60-second film that reimagines the story of the woman who lived in a shoe, demonstrating how Experian could have helped her secure a better mortgage and a more suitable home. The campaign is being rolled out across various media platforms, including TV, cinema, video on demand, out-of-home advertising, radio, digital, and social media.
Why It's Important?
The 'Better Your Story' campaign is significant as it represents a strategic shift in how financial services are marketed, focusing on empowerment and positive outcomes rather than just financial products. By using familiar stories and a creative approach, Experian aims to make personal finance more relatable and less daunting for consumers. This could potentially lead to increased consumer engagement and a stronger brand presence in the competitive financial services market. The campaign's broad media reach also suggests a significant investment in changing public perceptions and encouraging proactive financial management.
