WHAT

Ocean Credit Card have been a regular radio advertiser for a number of years, but when Get Carter made our creative approach to them, they were more than happy to brief us on a brand new campaign to highlight the benefits of the product. In particular, their ‘quick on-line eligibility check’ that won’t affect your credit score.

WHY

From the outset, we knew that the Ocean and other Think Money Group campaigns had to achieve ‘total sonic separation’ on the radio.

In the case of Ocean Credit Card, we wanted to make the older target audience feel good about the product and what better way to create a ‘real good - feel good’ mood, than by using a Tamla Motown tune?

Licencing and faithfully re-recording Smokey Robinson’s “I Second That Emotion”, we’ve created an optimistic soundtrack over which to tell the Ocean story. Most crucially, making the listener ‘complete the creative circle’ of the ad themselves. So rather than singing the phrase “I Get All That From Ocean” over the main melody, we speak it – allowing the listener to actively participate in the ad by instinctively humming or singing along with the new wording.