We all have heard the annoying jingle.
We’ve all seen the smug looks of the musicians in the Experian FreeCreditReport.com television commercial.
They were the winners of a nationwide campaign, sponsored by Experian for the launch of their credit website back in 2010. But they were not the songwriters, that prize goes to Dave Mulhefeld, the same dude that brought us the cute Geico jingle and ads (much easier to digest).
It is hard to believe that their marketing campaign would be a success, but sure enough, that awlful tune made its way into millions of US households. Furthermore, it proved to be quite effective and the company pumped in an initial marketing budget of over 72 million dollars!
And just like that, the site launch was a resounding success… So much so that the confusion it created with American consumers with the actual free credit report gov site, annualfreecreditreport.com that the 2009 Credit Card Reform Act was passed with specific demands for a disclaimer to be used in all future commercials.
Why do most Americans get annoyed at the sight of the “Free Credit Report Band”
: Exhibit A:
Well I was shoppin’ for a new car, which one’s me?
A cool convertible or an SUV?
Too bad I didn’t know my credit was whack,
Cuz’ now I’m drivin’ off the lot in a used subcompact.
Considering that Experian reported over 100,000 ad buys in 2012 on cable channels and OTA networks, they are without question the most watched band in the country. The company just reported plans for NetFlix and Amazon Prime streaming commercials for the Holidays. Rejoice!
Experian describes the new adverts as:
“Consumers love the infectious music and memorable lyrics, and the 3 new commercials scheduled for the coming months promise to continue our tradition of delivering catchy tunes that educate our audience and include a great musical experience.”
With such lofty expectations it is time to come to grips with the annoyance- as it is not going anywhere soon. The “fake” band was let go for a short period in 2011 as Experian wanted to test a different approach. The backlash was quick and fierce. The hired the posers back before 2012.