Credit rating brand Veda turns to branded content with story of dog that bought a house
Credit score company Veda is relaunching itself as a brand targeting consumers with a new branded entertainment campaign created by ad agency BWM and sister PR company Cox Inall.
The three part branded entertainment series, produced by Radical and directed by the US-based Adam ‘Rosey’ Rosenblatt, tells the story of a dog’s attempt to get a credit rating in order to buy a home.
The campaign tells the story of Mark the Dog through three webisodeswhich sees him in need of a new home after the death of his owner. The webisodes focus on Mark the Dog, getting a job as a masseur, using VedaScore to improve his credit rating and outbidding a cat for a home loan.
Not bad. Not bad at all.
Well, that’s 6 minutes of my life I’m never getting back. I should have stopped watching after the first video. I have no-one to blame but myself.
i really wanted to like this, but the idea couldn’t sustain nearly 7 minutes of viewing.
could have been done in 60 seconds, 30 at a pinch
to me it highlights that in relation to longer-form web content, just because you can, doesn’t mean you should
spend the money saved on media to spend on fresh creative so the comms problem is attacked from three angles instead of one
Using tacky humour aimed at 15 year old school boys to try and encourage 30-somethings to get a home loan doesn’t work at all, I’m sorry.
Great concept, loved it.
The first three episodes lack consistency and vary in length. Perhaps it is the style that creatives went for but it comes across a bit amateur. The message is diluted and is hard to grasp. If they had 3 minutes to fill, they could’ve said the same thing 10 times with more effective 30-sec spots and the results most likely would’ve been a lot more memorable. I’m clearly not a target demographic…