Challenge
Debt review is a lifeline for everyone drowning in debt. But debtors’ embarrassment, and bad actors, have tainted the category. As a result, less than one in ten people who were financially drowning reached out for help. DebtBusters, the brand leader, set out to change that.
Process
Freedthinkers was asked to facilitate a purpose that would inspire and bind the holding company IDM.
We conducted in-depth research to establish consumer attitudes to DebtBusters, competitors and the category. In March 2021 were asked to be a resource to the marketing team by providing strategic, tactical and creative guidance.
Facilitating the distinct DebtBusters persona and tone of voice was the start of a journey that has led to new advertising, social media and brand assets.
Impact
IDM shared purpose:
Building a financially healthy society, together is a foundation stone for all employees, for all strategies and tactics.
Business has more than doubled in three years. DebtBusters share of the category has also significantly increased. Brand assets, like Money-Stress Tracker and honest testimonials, are welcomed by the press and public. DebtBusters, with Freedthinkers help, is changing the negative perceptions of an industry. Bringing thousands of families back from the edge of ruin to restored financial health.
We are now embarking on additional strategic projects across the group.
