challenge:

credit one bank is dedicated to helping people with less than perfect credit move forward through access, tools, and knowledge to improve their score.

for national credit education awareness month, credit one bank wanted to become THE credit building brand and help close the gap on credit education.

insight:

we’re never really taught how credit works, so we end up only learning through our mistakes.  but our future - where we live and what we can achieve - is judged via our score. our credit score has become shorthand for our reliability and integrity before others know our story.¹

this led to the insight: credit scores have become the character witness that speaks before you do.

strategy:

national credit education month lands right in the middle of “dating show season”, where judging “potential” is a spectator sport.

this led to our strategic idea: translate credit knowledge into reality TV drama.

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¹the amount of dating profiles i’ve seen referencing credit scores… shudder.