Renting proptech firm Canopy has launched an advertising blitz on the London Underground to promote its credit score monitoring smartphone app for renters, funded by the £3.1 million it recently raised from investors in August.
The campaign, which Canopy says was designed by its advertising agency Mellor&Smith to cut through to target customers glued to their smartphones on their way to work, features a poster dominated by the word ‘Nuffin’.
“That’s precisely how much credit history you’re currently building with your rent,” it says.
The campaign will run for two weeks and feature in different size formats in stations as well as carriages.
According to Mellor&Smith, the poster is an example of advertising that is designed to ‘take a risk’ in order to get people’s attention.
Canopy enables tenants to add their rent payments to their credit histories and, it is claimed by Experian, 80% then see an improvement in their credit score.
Using this data, Canopy then offers a free tenant referencing service to agents and landlords alongside a paid-for, more comprehensive service.
“Generation Rent needs to realise their monthly rent payments could be used to increase their credit history, increasing the likelihood they’ll be able to secure mortgages and much more,” says Canopy founder Tahir Farooqui (left).
“We asked Mellor&Smith to help us grab the attention of people who often busy catching up on their Twitter timelines.”
Mellor&Smith is an unusual advertising firm that welcomes visitors to its website with the line ‘you bring the whisky and we’ll get risky’ and recently signed a pledge not to work with companies involved in making money from fossil fuels.