Innovative Advertising for Specialty Finance Companies

By: Jenny Sweeney

Since the secondary market for illiquid financial assets was established, specialty finance companies have continuously sought new, innovative methods to inform consumers about their options in dealing with their structured settlements, annuities and life insurance policies. However, developing a marketing approach that is both informative and drives a response from a consumer can be a daunting task. To meet this challenge, J.G. Wentworth, a leader in the industry, has developed a unique advertising campaign that delivers their message in an entertaining manner - using take-offs on classical Wagnerian opera and afternoon game shows.

The commercial opens with a decorated Viking bellowing, "I have a structured settlement I need cash now!" As the music crescendos, the chorus proclaims "Call J.G. Wentworth 877 CASH NOW!" Mal Karlin, President and CEO of Karlin+Pimsler, who linked-up with J.G. Wentworth to create the campaign, notes that the success of the campaign was achieved through addressing three aspects: "The first order of business in TV is getting noticed, then defining the message and finally, having the viewer know what to do." The success of the new campaign can be attributed to the creativity required to accomplish those three goals consistently.

J.G. Wentworth has experienced an overwhelming positive response from both consumers and the media. The campaign was highlighted during the Media Land segment of Fox Business News. During Fox's "Money for Breakfast" morning show, Ken Murray, Chief Marketing Officer of J.G. Wentworth, discussed the goals of the new campaign in more detail. He notes, "With this advertising campaign, we wanted to reach out to consumers who may have heard about the secondary marketing of illiquid financial assets and J.G. Wentworth in order to draw their attention to the options that are available to them if they should have a change in financial circumstances and are considering selling their structured settlements or annuities."

Murray added, "Long-time fans of 'Mr. Wentworth,' the iconic ad spokesman J.G. Wentworth has used for more than a decade, should look carefully at the new ads to spot the new role we plan for him in the future."

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