Experian Consumer Direct will spend more than $1 million a month on the second phase of its “Stickman” campaign, which touts the company’s free credit-report service.
The animated DRTV commercials, which feature a character the company debuted in February 2002, track Stickman through a series of life events that will affirm his need for good credit. During the course of the latest ads–which vary in length between 10, 30 and 60 seconds–Stickman gets married and has triplets.
The new series premiered this month, and will appear on a variety of broadcast, cable and syndicated programs. “We’re buying on a [remnant] basis,” Terry Freelander, senior vice president at Experian Consumer Direct said. “We’re getting some very efficient rates.” Experian is also testing last year’s spots against the current ads.
The spots direct consumers to Experian’s online credit checking service http://www.freecreditreport.com or to one of more than 50 toll-free numbers. The company rotates the numbers featured in each ad, allowing it to track which placements pull well.
Once there, visitors will be urged to sign up for Experian’s CreditCheck Monitoring Service, which alerts them when any changes or inquiries into their credit status are made.
The spots are scheduled to appear on VH1, Discover and the Arts & Entertainment network, among other channels.
If the campaign goes well, Freelander anticipates increasing its media buy during the year.
The ads were created by The Response Shop Inc. and produced by Auster Productions.
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