US fintech firm Credit Karma has kicked off its first UK ad campaign fronted by Manchester City and Belgium footballer Kevin de Bruyne, in a bid to further grow its membership.
The TV and online campaign is produced by agency Roc Nation Sports. A 30 second ad airs today across major British TV channels.
It depicts a Sunday league game with a frustrated striker unable to score the winning goal and a consumer on the sidelines revealing a low credit score on their Credit Karma app.
After De Brynue enters as a substitute wearing a Credit Karma shirt, the “master of assists” is able to pass the ball to the striker who scores the winner and the consumer’s app reveals a growing credit rating. Viewers are then encouraged to download Credit Karma’s app.
De Bruyne said: "I used data on my on-pitch performance to get a good deal on my club contracts. Credit scores are a reflection of financial performance, so off the field I'm passionate about helping people to understand, improve and use their credit scores to get the best deal with their finances. That's why working with Credit Karma is a no-brainer.”
Using data to support financial decisions
De Bruyne was selected as the face of the campaign not just for his footballing prowess, but for his reputation for using data to support financial decisions.
His negotiation to transfer to Manchester City included commissioning a data firm to break down the value he brought to the team – a move which Credit Karma said aligned with its own ambitions of securing the best deals for its members and helping them reach financial goals.
Credit Karma moved into the UK in 2019 with a suite of financial products to support consumers including a free credit checker and switching services. It has more than 120 million members globally and uses information such as credit scores and Open Banking data to recommend deals.
It is hoped the campaign will earn the fintech firm new members in the UK and reinforce its brand as a consumer credit champion.
Ziad El Baba, General Manager at Credit Karma UK said: “At a time when so many are struggling financially, with the rising cost of living and ongoing side effects of the pandemic, Brits could do with an assist to make managing their money easier. We hope to bring this support to even more households through our new campaign.”