FYI Direct to launch campaign for

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FYI Direct is launching an integrated campaign for its brand, a company that gives free credit scores online. Two new TV commercials will begin airing on Feb. 6 along with online efforts.

The effort, which FYI Direct produced with Connecticut-based production company Palace Productions, is an extension of's “Three Score Guys” campaign, which first launched in 2010. The effort highlights the fact that consumers have three different credit scores. “We are trying to reach anyone who wants to get better control of their credit and remind them that they have three credit scores,” said Jeff Paradise, SVP of FYI Direct.

According to a 2011 study by FYI Direct, called “ Consumer Study on Credit Score Awareness,” which was done in conjunction with Survey Sampling, a third of U.S. adults do not realize that there are three credit scores, one from each of the national credit bureaus – TransUnion, Experian and Equifax.

Paradise said that television offers the online company a way to expand its reach. “TV is an extension of our multiple channel efforts,” he said. “It gives us the opportunity to interact with consumers in a completely different way than banner ads and search terms. And there is a story to tell, so TV makes sense.”

The TV campaigns will air on national cable networks including Bravo, ESPN, CNN, Fox News Channel, DirecTV Sports and Spike TV through 2012. FYI Direct is also using digital channels to push out its message. The company is posting the new spots on its YouTube page, a microsite and on its Facebook page. They have also launched a mobile app to help consumers check their credit scores.

The two 60-second spots encourage consumers to get all three of their credit scores checked before shopping for a new home to avoid any bad surprises. The lighthearted spots personify the credit scores including “Billy Bad Score,” the low credit score that can cause problems for potential credit seekers.


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