Ad agency ARGONAUT is launching a new campaign today for Credit Karma, a leading personal finance company with more than 60 million membe...
Ad agency ARGONAUT is launching a new campaign today for Credit Karma, a leading personal finance company with more than 60 million members, using humor to illustrate the depth of its offerings. While Credit Karma is best known for providing free credit scores and reports to consumers, the company offers much more.
To spread the word about the company’s broader offerings and its mission to make financial progress possible for everyone, ARGONAUT developed the tagline “Get Knowing,” a call for people to take control of their finances and learn how Credit Karma offers free and simple tools that can help.
ARGONAUT Co-Founder and Co-Chief Creative Officer Hunter Hindman said, “The agency was tasked with exposing Credit Karma’s soul. In getting to know their team and using the site, we learned pretty instantly it’s a company that genuinely wants to help people make the most of their money. When you get under the hood of their product, you find out they offer all kinds of useful tools and personalized recommendations for their members. So, we created a simple but expansive creative platform from which we could spread that message.”
Hindman adds, “The new tagline ‘Get Knowing,’ really attacks the barriers that prevent financial progress, because let’s face it, a lot of Americans have the ostrich effect when it comes to money—we’d rather stick our heads in the sand. ‘Get Knowing’ is meant to be a call for people to take that first step and to start playing an active role in their financial futures, because with Credit Karma, it’s easier than you might think.”
ARGONAUT’s three commercials use exaggerated scenarios of seemingly stressful situations to illustrate the breadth of Credit Karma’s capabilities.
In the first spot, it’s not being ensnarled in a tornado that’s worrisome to a woman, “it’s finding out my car dealer jacked up my interest rate,” she says. She then lands firmly back on the ground after Credit Karma helped her find a new loan, save money, and set herself on a better course.
In another execution, a new homeowner enters his kitchen for a late-night snack. He then uses the giant kitchen knife being menacingly held by the scary clown behind him to spread the mayonnaise on his sandwich. Before asking the perplexed clown to put the knife in the dishwasher when he’s done, the man shares that buying a home with less-than-great credit was terrifying. His low credit proved to be a nightmare, putting his home out of reach. But, Credit Karma helped him work on his credit score, find a better rate, and put himself at ease.
An emergency-room spoof also shows how efficient and reliable Credit Karma is in helping users navigate bogus debt and dispute potential credit report problems. All three spots in the new campaign, tagged “Get Knowing,” tout the free scores, guidance, and confidence consumers can get from the personal finance company.
ARGONAUT, the San Francisco-based agency that counts Cricket Wireless, MetLife, and Fitbit among its clients, won the assignment to help change Credit Karma’s brand perception last October. Director Matt Dilmore of Los Angeles-based commercial film production company Biscuit Filmworks was tapped to ensure the campaign delivered on its comedic promise.
Chief Creative Officer – Hunter Hindman
Chief Creative Officer – Rick Condos
CEO – Robert Riccardi
Head of Strategy – Max Heilbron
Head of Brand Management – Katie Miller
Head of Production – Topher Lorette
Strategy Director – Warwick Heathwood
Communications Strategist – Brian Olsen
Group Brand Director – Robert Woods
Brand Manager – Lauren Martinez
Associate Creative Director – Matt Kelsen
Associate Creative Director – Zack Fagin
Art Director – Jodi Duncan
Copywriter – Andy Whalen
Producer – Tyler Neely
CMO – Greg Lull
Senior Director, Creative Strategy – Jamily Knight
Executive Producer – Jennifer Thomas
Product Marketing Manager – Ya-Hsuan Huang
Brand Associate -- Kaitlyn Tierney
Prod Co - Biscuit
Director - Matt Dilmore
DP - Bryan Newman
Prod Co EP - Rick Jarjoura
Line Producer - Carr Donald
Music House - Barking Owl Sound
Music House Creative Director - Kelly Bayett
Music House Producer - Ashley Benton
Edit House - Beast
Editor - Brian Lagerhausen
Edit EP - Jon Ettinger, Tracy Coleman
VFX - Allied
VFX EP - Lori Joseph, Gordon Wittmann
Graphics - Brand New School
Graphics HP - Amy Russo