Kruk S.A.

“KRUK – the best way out of debt” is the slogan of the campaign targeted at people with debts serviced by the KRUK Group. The aim of the campaign is to convince people that contact and dialogue with the creditor or debt collection company are the best ways out of the debt problem.

TV spots show how to make the first step out of the debt trap. This first step is to contact KRUK and to arrange repayment in instalments. In the presented story a neighbour advises another one to contact the collectors and sign a settlement. She is an experienced woman who knows what she is talking about because she was in debt herself, reached an agreement with KRUK and managed to pay her debt in convenient instalments.

The campaign was launched on 3 February. TV spots will be broadcast for two months (February and March) by the largest TV stations and thematic channels.

It is the first national advertising campaign targeted at people with debts. It is for them that KRUK has prepared settlements and the possibility to arrange debt repayment in instalments adjusted to their current financial situation. The spots are also an element of an educational campaign encouraging all Poles struggling with mounting debts to actively look for ways out of the trap. 

One of the goals of the advertising campaign is to overcome the stereotypical view of a debt collector which is still very strong in Poland and which, as it usually is the case with stereotypes, has nothing to do with reality.  For nearly two years now KRUK has been concentrating its efforts on agreeing with debtors the terms of debt repayment and on making them suit as much as possible the financial situation of individual consumers. Bringing the case to court and instituting enforcement by court enforcement officer are absolutely the last resort when there is no contact and no cooperation from the debtors.

To view a 45 second director’s unpublished version of the KRUK TV spot click here.