It was estimated 36m potential claims of Payment Protection Insurance (PPI) mis-selling were not yet lodged when this paper begins. By setting a deadline for final claims and investing in advertising, the Financial Conduct Authority aimed to bring PPI redress to ‘an orderly end’. Communications was needed to motivate consumers to make a decision on claiming. A PR-generating animatronic head of Arnold Schwarzenegger was used in video, audio, print, and outdoor. Results showed a step change in awareness, searches, and claims after advertising began. This paper details evidence that communications drove relevant web traffic and claims referrals during the period.
Agencies: M&C Saatchi and Manning Gottlieb OMD
