ConsumerInfo.com, a unit of credit bureau Experian, has received 130,000 responses to its animated DR television campaign promoting credit monitoring service FreeCreditReport.com. Of those, 110,000 have bought a membership.
The spot, which runs primarily on 18 different cable networks including Court TV, Black Entertainment Television and MSNBC, is part of a more than $2 million broadcast and online effort that began earlier this year. The campaign seeks to get prospects to try the firm’s credit-check monitoring service for 30 days, said Terry Freedlander, senior vice president of marketing at the Orange, CA company.
If they don’t cancel during that time, the service will cost them $79.95 for a year’s membership, said Marla Hoskins, president of The Response Shop Inc., the company’s La Jolla, CA agency. ConsumerInfo.com has more than 900,000 members.
The 60-second commercial is aimed at adults over 18 who have credit histories or are looking to improve their credit rating. The response device is the company’s URL (www.freecreditreport.com).
So far, the campaign has lifted response 35% over ConsumerInfo’s previous DRTV efforts, said Hoskins. She declined to be more specific.
The current campaign originally featured an 800 number so the company could take orders from people without computers. But Hoskins said the numbers were removed from the spot earlier this summer because ConsumerInfo couldn’t handle the call volume. The commercial will reintroduce the 800 number in the next quarter.
The company is also advertising the credit report service on such Web sites as CBS MarketWatch, Yahoo! Finance and MSN, as well as through affiliate agreements with dozens of smaller commercial Web sites. The ads are Web banners, sponsorships of credit information centers on financial Web sites or
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