Credit Karma nets Man City star Kevin De Bruyne in new member drive
Fintech brand Credit Karma is marrying the world of sport and finance for its latest ad campaign, likening success on the pitch to the importance of setting out clear financial goals.
Roping in Man City star Kevin De Bruyne, named one of Euro 2020’s most influential footballers, the campaign builds on the player’s reputation as a tough negotiator to open the eyes of fans to the financial benefits of becoming a member of Credit Karma.
Produced by Roc Nation Sports International, the TV spot centers on a goalless Sunday League match where substitute De Bruyne steps in wearing a Credit Karma shirt to show the stumbling players how it’s done.
In tandem with this action, a watching fan is then shown checking their credit score using the Credit Karma app, which transitions from a poor to a high rating as the goal is scored.
Jack Noble, head of marketing at Credit Karma UK, said: “Helping our members reach their financial goals has been at the heart of Credit Karma since we launched in the UK in 2019, and Kevin De Bruyne perfectly embodies this principle as the Premier League’s greatest provider of goal assists. Kevin’s technical expertise creates the best opportunities for his teammates to succeed, and we love the parallels with what we are trying to achieve at Credit Karma.”
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
The timely campaign dovetails with a period of growing financial uncertainty amid fears the UK could be heading for a recession.