Kruk S.A.

Persons who have outstanding debts to the KRUK Group have the last chance to avoid being reported to the ERIF Register of Debtors! The above is the message conveyed by a TV campaign ran on 12 – 26 May by Poland’s largest receivables management company. In a couple of days, on 7 June 2010, another TV campaign will be launched. The campaign is a continuation of activities started by KRUK SA in September last year.

Many debtors do not realise the consequences on non-payment of their debts. Therefore, already in September 2009, the KRUK Group started an educational campaign targeted at people with debts. The TV campaign broadcasted since March 2010 has been the main channel of communication with debtors.

Its purpose is to make people with debts aware that if their liabilities remain unpaid and if they are not willing to cooperate they will be reported to the ERIF Register of Debtors. The above option has been made available by the new law on the reporting of credit information and on the exchange of business information which entiltes secondary creditors (debt collection companies and securitization funds) to report data of bad payers to BIG (credit information bureau).

The TV campaign is supported by PR activities and direct mailing to debtors. As part of the campaign, a survey has been conducted to find out how much knowledge consumers have about credit information bureaus and to measure the level of their awareness of the consequences of being a debtor reported to BIG. For the last couple of weeks debtors have also been receiving letters with flyers in which KRUK explains the consequences for bad payers. The company also reminds that each debtor of the KRUK Group has a chance to settle his/her debt on his/her proposed terms. It is enough to call, agree the amount of monthly instalments and start making timely payments. The above is everything that needs to be done to avoid being reported to the ERIF Register of Debtors.

The advertising message is based on the creative solution used so far, i.e. a conversation of neighbours. As in the campaign conducted in May, the message concerning reporting debt details to the Register of Debtors has been brought to the focus. The spot is based on the creative solution supplied by ARRS Effectica and was directed by Konrad Aksinowicz. The spot was produced by the Division Film Studio. Brand Connection was the media planner. 30-second advertising spots were run for two weeks on Polish national TV stations: TVP, Polsat and TVN.

Watch the latest TV spot (avaliable in polish version only).