Translation: "Seeking for a credit solution that suits you?"
Last year, Israeli credit provider CAL shifted its advertising message from “It’s easy to want more” to “It’s easy to live right,” focusing not on getting customers to spend more but on assuring them that it’s safe and wise to use credit cards and other financial services. Now, CAL is unifying its range of credit services and products—which include no-interest loans, all-purpose loans, revolving credit and re-deployment of installments—under the title “Responsible Credit” with a $1 million TV campaign and full media coverage.
Surveys conducted by CAL showed that while customers need credit, they are focused on finding a funding source they can trust and one that provides customized service that takes into account their needs and budget. With “Responsible Credit,” CAL is aiming to give its various services an aura of responsibility and reliability. As part of this initiative, CAL is launching a Web site offering tools for monitoring the family budget and choosing the most suitable financial services, as well as financial tips, articles and other useful services. It’s also offering customers free coaching sessions and financial workshops.
This effort follows on the heels of similar initiatives by financial institutions from Australia (where Ubank is producing “Recession 101″-themed Webisodes for young consumers) to the U.K., where NatWest is advertising its “MoneySense” advisers. For a public fearful of getting into difficulties with debt, financial institutions are wise to position themselves as supportive and dependable—a friend to the customer, rather than a threat to their future financial stability.
