Introducing Johnny Debt
DebtCutter was formed after the founders got themselves in a debt cycle and needed to get themselves out. When they got back on their feet they felt so relieved and so thankful they were compelled to help others do the same.
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Our strategy was to show this level of understanding with their clients. We created a character we all could empathise with … a likeable everyday Aussie bloke (called Johnny Debt) who’s happened to get himself into a bit of financial trouble. Through Johnny we are able to show DebtCutter are a company that truly understand what it feels like to be crippled by debt
Direct Response
Diecut DM of Johnny Debt stands out in every mailbox and generated 1000's of leads.
Website
When you are feeling crushed by debt you
don't want to arrive on a site that's selling you something ... asking you for more money. We designed the DebtCutter site to be friendly and understanding through the use of our empathetic Johnny character.
Direct TVC / Online Content
This DRTV was the centre piece of an integrated lead generation campaign, bringing our character 'Johnny Debt' to life - showing empathy and a real understanding of what their customers a going through.
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Helen experienced severe financial hardship when she had mounting debt which she couldn't cope with anymore. We are so grateful that Helen came to us and found a friend she could rely on to see her through this part of her debt journey.
Radio
Online ContentRadio was key to our lead generation strategy, driving people online to find out how much DebtCutter could help them ... because they have been there before.