Monthly-payment creative is powerful because it makes affordability easy to understand. The difficulty is that a monthly figure rarely tells the whole story. A deposit, agreement term, optional final payment, mileage allowance, representative APR or other condition may also be material to the offer.
UK financial promotions therefore need to present the nature of the agreement and relevant costs or limitations clearly. In short-form social and display ads, that can change what is realistic to show in the headline and how much supporting information is needed.
We plan the entire finance journey.
Our approach is to treat the advert, disclosures, landing page, finance calculator, model data and tracking as one connected journey. If the offer cannot be presented clearly in a small format, the creative can lead with the product or benefit and move the detailed finance information into the appropriate regulated journey.
Digitally Charged regularly works on manufacturer campaigns supported by finance houses and is used to lender/compliance review. Our Ducati Finance platform work with Black Horse Finance and Codeweavers is a good example of how finance, customer experience, model data and remarketing can be built into the same system.
Compliance is part of the creative brief.
We do not position this as a way to avoid finance-advertising rules. The value is understanding the rules early enough that the media and creative can be designed around them rather than reaching the approval stage with an advert that cannot run.
Digitally Charged view“Finance compliance should be designed into the campaign from the start. Trying to add the required information after the creative has been built usually produces a worse advert and a worse customer journey.”
Finance advertising sits at the point where persuasive marketing and regulated information meet. That means the creative, representative example, prominence of required information and the journey after the click all need to be considered together.
Motorcycle advertising can make this more complex because campaigns often run across national manufacturer activity, dealer-level offers, model-specific finance and fast-moving social formats. A compliant master asset can still create problems if it is adapted carelessly for another size, platform or local offer.
Digitally Charged approaches finance as a joined-up digital journey: compliant advertising, accurate product information, appropriate technology and a landing experience that helps the customer understand the offer rather than simply presenting a monthly payment.