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The Drum

The Drum Recommends: Commended - Choose Wisely relaunched by Fireworx

Image created for Choose Wisely

The Drum Recommends: Commended is highlighting Fireworx who helped relaunch Choose Wisely.

In this series, we explore the finest work created by The Drum Recommended agencies. We will highlight top case studies to guide and inspire you in your journey to select a new agency relationship.

Last year the Recommended Agency Register (RAR) was rebranded as The Drum Recommends to bring it in line with owner The Drum. It remains committed to partnering brands with the correct agency using data and unique industry expertise.

This case study and other interesting content can be found on Fireworx's profile on The Drum Recommends.


Choose Wisely is a challenger price comparison website that offers consumers a fair and transparent comparison of a range of financial products, including bank accounts, credit cards, personal loans and prepaid credit cards.

In a busy and confusing market, a challenger brand needs to punch above its weigh, think differently and stand out from the crowd. Thanks to its speciality of working with disrupter brands, Choose Wisely asked for Fireworx’ help in re-focusing the consumer proposition, and making the brand more distinctive.

The goal of our brand proposition and creative for Choose Wisely was to create a message that empowered users to take control of their finances. As a Challenger agency we believe it’s time to think disruptive and challenge convention.


It was clear from initial research that typical users of the Choose Wisely site felt marginalised when it came to money, and were often confused by industry jargon. From here “Money for the Many” was born, and the site’s positive and empowering messaging and imagery was designed to reinforce that Choose Wisely users were taking back control of their finances.

Reinforcing the distinctive proposition, we used a vibrant colour palette to create a differentiated brand presentation, that departed strongly from other sites in the industry.

Choose Wisely used the proposition as a jumping off platform to completely re-design, and re-focus the customer journey on bringing Money to the Many.


The Choose Wisely relaunch was an overnight conversion sensation, improving the efficiency of all the key user journey funnels:

  • Email Marketing Consent Opt-in increased by over 150%
  • Eligibility Check form click out to lenders increased by an impressive 450%
  • Commission earned from the email follow-up journey has doubled
  • Significant improvements in natural search visibility for target keyphrases