Using comedy for confidence
Credit Karma
Challenge
Credit Karma couldn't get young, subprime members to apply for credit cards. The insight: people are terrified of rejection and feel mortified when it happens. Especially subprime consumers who already feel less creditworthy.
Big Idea
We created "Know Your Odds". A campaign that used absurdist comedy to make credit card rejection relatable instead of shameful. Showed Credit Karma tailors recommendations to improve approval odds, making rejection less likely.
Results
60% video completion rate
Record low cost-per-view, above-average click-through rates
Addy Award Silver Winner