The feeding frenzy caused by the PPI scandal has stigmatised Claims Management Companies like EMCAS. While CMCs should be seen as the solution to financial mis-selling, they are now seen as part of the problem.
The future of EMCAS relied on us developing new markets away from the hundreds of PPI claims companies. The barriers to market are complex, so it was important to make the creative solution a relevant one.
The insight we uncovered is that mis-selling is actually very common and can happen to anyone. Our campaign reminds people “It’s not your fault”.
The campaign integrates TV, Radio, Press, Online Display Advertising, PR and Social. We have so far delivered 25% increase in inbound enquiries. 5% ahead of target.
“Developing a campaign that balanced our objectives was a big challenge given the barriers that exist in our market. AgencyUK managed to balance the need to stimulate demand, drive action and effectively position EMCAS away from the unscrupulous perceptions of the PPI market.”
-Sas Horscroft, Brand Manager, EMCAS
Creative, Media, Strategy, Technology