Financial services lead generation business, Direct Marketing 2000 plc, a sister company to Smart Credit, a major player in the financial services industry, has appointed Fantastic Media to develop and implement a strategic marketing plan for its unique new product, Credit Jungle.

Following an agency review and presented with our creative vision and strategy for the brand, the Directors working on Credit Jungle felt it was clear that the two companies had a great synergy and a likeminded approach towards achieving results and enhancing the brand’s value.

Credit Jungle is unique, the only product of its kind in the UK, offering a free indicative credit rating then suggesting services and available rates based on the customers’ criteria. It is intended to be a friendly advisor on credit, cutting through the financial jargon to make the process quick and straightforward, something that will be communicated through a focused 12 month strategic marketing plan.

We conducted extensive research into the market in order to gain a strong insight into what consumers react to and to fully understand the essence of the brand. The subsequent analysis revealed that it was important for Credit Jungle to be positioned correctly, making it consumer driven and less formal, in line with the business objectives. 

A new identity has been created for Credit Jungle to bring the brand’s values to life, using a cartoon frog character called CJ as an endearing and friendly ambassador. This will be used as a key element throughout the website and across all marketing collateral to raise the brand’s profile, enhancing recognition both on and offline.

Following the research, a consumer driven, interactive digital offering is in development. Our digital team will go on to design and build a functional new website targeted at helping the consumer take control of their own credit status.

Richard Jones, Director at Fantastic, said: “Credit Jungle, is a unique proposition which will change the face of the credit industry. We are looking forward to working in partnership with their team to enhance the brand and achieve its business objectives.”

John Dobson, Director at Direct Marketing 2000 plc, added: “Fantastic demonstrated a great understanding of the Credit Jungle brand and what we are aiming to communicate to consumers. A strategically focused marketing plan and creative new digital offering will set us up for a strong performance in 2010 and will be essential in growing the brand.”