January 22, 2010
The economic turmoil of 2009 has changed the financial playing field and forced even the most financially savvy people to reassess their personal finance management routine. TransUnion Interactive has launched zendough.com, an interactive tool that organizes an individual's key financial information into a clear-cut, customized snapshot complete with personalized analysis and advice and coupled with a user experience that delivers a sense of control and calmness. TransUnion Interactive's agency of record, Cramer-Krasselt/Chicago, launched an integrated campaign in support.
"Achieve zendough"
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"We worked with Cramer-Krasselt from the inception to launch, developing a new product based on a viable consumer need to manage their finances, and ultimately achieve greater financial peace of mind," says Lucy Duni, director of education for zendough.com by TransUnion. "We collaborated to create what zendough.com would be, developed the brand identity, engineered the complete consumer experience, as well as wrote the magical story in which to engage our consumers on the real and often overwhelming issue of financial uncertainty."
On the heels of his Toyota Prius "Harmony" campaign, Director "Mr. Hide" and Oscar-winning cinematographer Guillermo Navarro developed C-K's vision of exposing a hidden financial world where storybook creatures are responsible for shifting and changing the numbers that determine your credit score and, ultimately, your worth.
zendough.com is based on the philosophy of helping consumers find enlightenment through a better understanding of their finances. Just as Zen is a practice that begins with opening your eyes to see things as they are, zendough.com is focused on the idea that when people discover zendough.com, they can find the tools to combat these hidden forces—from futuristic machines emerging from walls to "fiddle with your finances" to identity thieves walking among us taking faces for their own—and gain greater control of their money and master their financial realm.
C-K and TransUnion Interactive partnered to develop the conceptualization and story of the brand—from the name and zeitgeist rules of zendough.com to the product itself—culminating in a multi-faceted, ROI-driven, integrated campaign. C-K handled the media planning and buying with an engagement strategy to connect with a unique type of financial manager: the active and involved manager who researches credit card interest rates, checks their bank accounts line item by line item each week and has a well-vetted strategic plan for avoiding overdraft fees—throughout their social graph.
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