The country had stopped listening

Between 1990 and 2010, 64 million payment protection insurance (PPI) policies were sold to the British public, a significant amount of which were mis-sold.‘

PPI’ had long been a shorthand for pestering, bombarding and irritating, with its nuisance text messages and incessant daytime ads.

Billions of pounds were owed to the public, but the public had stopped listening - which was a big problem for the FCA.

A deadline of 29th August 2019 was set, after which PPI complaints could no longer be made.

And a bold campaign was needed to encourage the public to take action, before it was too late to do so.

'Arnie' got their attention

The campaign objective was clear.

“When the deadline has been and gone, everyone has made a decision about PPI one way or another.”

We needed a symbol for decision making. That symbol was the animatronic head of Arnold Schwarzenegger. Naturally.

In this bold campaign, Arnie demanded people’s attention and encouraged them to make a decision now!

Results

By the time the deadline had passed:

• 11.3 million PPI claims made
• 71% of people were aware of its existence
• 45% were able to name the exact month and year (vs a mere 1% of people were aware of the deadline date prior to the campaign launch)
• 62% of people claimed to have made a decision about PPI
• 15% of the 1,100 articles about PPI referenced or featured Arnie
• Over £10 billion paid in redress for a marketing investment of £42m