Equifax

Hispanic Insights

In contrast to the general market, which seems to accept the need for credit reports as a fact of life, Hispanics saw credit reports as confusing and nebulous. To counter the perception that they were a waste of money, we created a campaign that tied Credit Reports to specific expensive purchases such as cars, homes and similar.

We tested two campaigns: financial expert and television-and-radio personality Julie Stav vs a straightforward campaign that invited viewers to click on what they thought was the most important factor in the purchase of their car or home. Naturally, every choice led to the importance of obtaining a credit report prior to the purchase and linked to the Spanish-language landing site

Naturally, all units were manufactured in all sizes: leaderboard, boxes and skyscrapers