Fair Isaac Corporation — FICO Score
The Challenge
FICO Scores represent a tiny portion of mortgage closing costs — they cost less than a slice of pizza! (depending on your toppings and location, naturally) — but provide stability and support to the entire housing finance ecosystem. Nevertheless, FICO faces attacks from industry disruptors seeking to drive perceptions of FICO as a monopoly. FGS Global was hired to fight those perceptions amongst legislators and policy elites in DC.
Our Solution
Shot, directed, and produced entirely in-house, our spot placed a “woman on the street” to find out just how much homebuyers knew about their credit scores. In the process, we synthesized a pile of white papers into a short, engaging :30 script, with a message that distilled FICO’s complex value proposition into just two memorable words: Score Smarter.
