NerdWallet is making its Super Bowl debut this year, in a move to cement its position as a one-stop shop for all financial needs.
“NerdWallet has been a national brand advertiser for about five years and we’re at a place in stage of our growth where most people have heard of us but maybe can’t quite play back the unique reason why they should be using us to get all of their financial products,” said Alison McCoy, NerdWallet’s vice president of brand marketing.
“The Super Bowl really represents a moment in time where we can not only reach a wide audience and this huge cultural moment that brings so many people together but also acts as a jumping off point to participate in like a larger cultural conversation to just connect with consumers in more meaningful ways and make sure that they understand that larger story of why NerdWallet,” she continued.
The brand is running a :30 spot, created with the company’s agency of record Deutsch, during the third quarter. McCoy did not give away the ad, but the teaser features a man on a boat in an icy location having a conversation with a beluga whale.
“The Super Bowl brings together so many people and it’s an opportunity to add some entertainment to a live event where everyone is gathering around with friends and family and looking to have a good time and to me it’s an ad that elicits emotion,” said McCoy. “Hopefully we’re adding some entertainment value and some memorability to the overall live event.”
The brand is making its Super Bowl debut, but they are no strangers to big media moments or live events. They have been advertising on the NFC, the AFC championships, as well as during NBA, MLB and college football games. “This is definitely a natural stepping stone from where we’ve been,” explained McCoy.
The ad serves as the launching point for a 360 marketing campaign, which will run across channels including social media, digital media, podcasts and radio. “We’re really trying to make sure people can really appreciate just how easy it is to get financial products on NerdWallet,” said McCoy. “Our consumers are so busy and they have so much else going on and so oftentimes what’s happening is that they want to have the best credit card or the best insurance policy but they just don’t have time to do all of the research or they perceive the category as dull or daunting. NerdWallet does all of the research for you, so you’re not leaving money on the table.”
The brand hopes the ad will kick off conversations about healthy finances. “Our vision is a world where everyone makes financial decisions with confidence,” concluded McCoy. “In particular, we are most helpful for those that have busy lives and are in that adulting phase where they’re making a lot of financial decisions – buying a home, refinancing student loans, making a job move or want a better credit card or better savings account – but just don’t maybe have the time to find it. They’re turning to a friend or a social media influencer and saying, the product that they got is good enough for me, when really there could be a better card for them.”
