Lowe New York takes credit for new US Treasury website!
'Don't let your credit put you in a bad place!' This is the mantra for a new campaign developed by Lowe New York for the United States Department of Treasury and The Advertising Council.
Intended to demonstrate to young adults about the importance of taking control of their credit and personal finances, Lowe asembled an integrated campaign featuring TV and radio spots, print, and online media. They all point towards ControlYourCredit.gov, a website unlike anyhing the client has published before.
Titled 'The Bad Credit Hotel', it's the result of collaboration between Lowe New York and Firstborn Multimedia. As the site loads, you take on the persona of a visitor to The Bad Credit Hotel, a place that mimics the dimly lit atmosphere of a mysterious noir film, complete with scratch effects. It's composed almost entirely of 3D and HD video.
The site's educational content is disguised as an adventure game of sorts. Users will need to explore and find clues in order to make their way out of the hotel. Each kernel of knowledge yields a token, and finding them is all a challenge. This makes learning as non-intrusive and engaging as possible.
Each area of the hotel covers one of the following subjects: Debt Management, Credit History and Credit Score. A ubiquitous character mysteriously resurfaces to guide them through these topics, offering wise advice throughout.
The ultimate goal of the game is to collect enough inventory to enter the fabulous Room 850, a place of perfect credit and the only area that's in colour. It's a clever way to emphasise the Treasury's underlying message that everyone should strive to reach that perfect credit score of 850 in real life as well.
ControlYourCredit.gov is accompanied by an HTML version that presents the information in a more traditional manner. The HTML site is in both English and Spanish.
Learn how to control your own credit as http://www.controlyourcredit.gov
For Lowe New York:
Chairman & Chief Creative Officer: Mark Wnek
Managing Director/Interactive: Matt Picheny
Creative Team: Simon Bowden, Chateau Bezarra, Bryan Johnson
VP Management Supervisor/Account Director: Jessica Thor
Production Manager: Jereny Gelade
Interactive Producer: Peter Tierney
HTML Site Design and Programming: Patrick Batey
Post your comment