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Goldfish launches DRTV ad for integrated drive

LONDON - Goldfish, the Centrica-owned financial services operation, is following through its multimillion-brand advertising campaign for its personal loans with a direct response television push.

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The DRTV drive is part of an integrated response campaign that includes direct mail and press activity, incorporating inserts in consumer magazines as well as national press.

Goldfish launched a major brand TV and cinema campaign in January to promote its flexible loans. The work, created by TBWA\London, showed a goldfish destroying the letters "I" and "N" in the word "Inflexible".

The creative for the DRTV ad has been created by Goldfish's direct marketing agency DP&A. The ad compares the lower APR of a Goldfish loan, against other high street bank rates.

The campaign sets out to illustrate how much the borrower can save by choosing a Goldfish loan and highlights the fact that there are "no early repayment fees".

Charlie Herbert, marketing director at Goldfish, said: "Personal loans is a fiercely contested sector, but one where many people still rely on high street providers who account for 60% of market share."

He added: "We think shopping around for a competitive rate with a flexible approach is the way forward. Goldfish loans have both these qualities and, with our straightforward, more customer-centric approach to loans, we're once again the challenger brand, back to the old way of doing things."

Media planning and buying for Goldfish is handled by Manning Gottlieb OMD.

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