Credit Karma Ups Your Odds with Quirky New Campaign from Funworks

Applying for a credit card can be stressful, especially if you’re not sure how likely you are to be approved. Credit Karma, the leading personal finance technology company in North America, helps consumers understand their likelihood of approval for financial products, before hitting “apply,” and without damaging their credit. Funworks brings this to life with a fun, sometimes surreal new campaign, “Know Your Odds.”

Shot by Hungry Man director Dave Laden, with VFX by The Mill, “Know Your Odds” features long-shot scenarios that are equal parts relatable and absurd. In one spot, a married couple takes the problem of bedroom distractions to a whole new level. In another, hair-growth medication has some hilariously unintended consequences. Each video is decidedly tongue-in-cheek, using humour to quell well-worn consumer anxieties about credit and show how Credit Karma helps people make financial progress by knowing their approval odds. This latest campaign is the follow-up to Funworks’ breakout Credit Karma campaign “Max Your Tax Karma”  which ran on social during Super Bowl 2018.

“When we conceptualised the campaign, we realised that there are all of these negative emotions that come with credit cards – not necessarily with spending, but with approvals,” explains Funworks CCO Craig Mangan. “When you get denied for a credit card, it makes you feel down. We really latched on to that emotional truth and focused on the idea that if Credit Karma can help people know their odds of being approved for a credit card, they’ll feel better about themselves.”

“Know Your Odds” was born out of Funworkshops, the agency’s improv-inspired process that champions open conversation and collaboration (sometimes involving a few target consumers) toward quickly generating engaging concepts, strategies and content. Open to this effective methodology, Credit Karma proved to be an ideal partner for this new approach.

“Credit Karma has been a really collaborative group to work with. They’re very open-minded and naturally brave when it comes to taking a chance on a new idea. They’ve been an ideal client for us,” adds Mangan.

“We understand managing your finances can be confusing. With this campaign, we hope to break down the barriers associated with applying for financial products and show consumers what’s possible -- in this case, with a little humor,” said Dana Marineau VP of Brand, Creative and Communications. “‘Know Your Odds’ is our next step in demonstrating the value we provide to our members, beyond free credit scores.”

“Know Your Odds,” began airing on broadcast and online September 17th.