TransUnion campaign promotes Zendough.com personal finance site

TransUnion Interactive, a company that provides financial services to consumers and direct marketing for businesses, launched an interactive financial planning Web site called Zendough.com this week. The firm is conducting a multichannel campaign to promote it.

The goal of the site, TransUnion's second after TrueCredit.com, is to enable consumers to organize their financial lives through a set of online tools. To promote the site, TransUnion is working with agency of record Cramer-Krasselt Chicago on an interactive campaign calling consumers to reach “financial Zen.”

“It's all about simplicity and control,” said Lucy Duni, director of education at zendough.com by TransUnion. “People have felt that things are very out of control in the financial world, and the new site allows them to [monitor their financial well being] in an easy and calm way.”

The campaign incorporates search and display ads, online videos and homepage takeovers, as well as traditional print and TV advertising. The creative identifies Zendough.com competitors as villains and itself as a Zen-like garden for financial planning. The spots call consumers to the site to test drive the service with a free seven-day trial period.

“People don't feel like they are equipped to battle with their financial health, so the whole product was created to tip the playing field back there again, to show you that there are things out there working against you, but if you are smart, you don't have to be taken advantage of,” said Andrew Meyer, SVP and group creative director at Cramer-Krasselt Chicago.