Strategic Radio Advertising


Think Money Group operate a number of financial products and services, including Ocean Credit Card.

Ocean is primarily aimed at older people who may find it difficult to obtain credit, or who are seeking to improve their credit score.


Ocean Credit Card have been a regular radio advertiser for a number of years, but when Get Carter made our creative approach to them, they were more than happy to brief us on a brand new campaign to highlight the benefits of the product. In particular, their ‘quick on-line eligibility check’ that won’t affect your credit score.


From the outset, we knew that the Ocean and other Think Money Group campaigns had to achieve ‘total sonic separation’ on the radio.

In the case of Ocean Credit Card, we wanted to make the older target audience feel good about the product and what better way to create a ‘real good - feel good’ mood, than by using a Tamla Motown tune?

Licencing and faithfully re-recording Smokey Robinson’s “I Second That Emotion”, we’ve created an optimistic soundtrack over which to tell the Ocean story. Most crucially, making the listener ‘complete the creative circle’ of the ad themselves. So rather than singing the phrase “I Get All That From Ocean” over the main melody, we speak it – allowing the listener to actively participate in the ad by instinctively humming or singing along with the new wording.

“Get Carter Productions’ innovative way of approaching our business made a strong enough impression that they were the first company we contacted with our new radio brief. They took the time to fully consider the most effective creative treatment, and it’s one we are sure will resonate with Ocean’s target audience over the course of the campaign.”

Stelios Charalambous

Director of Unsecured Broking at Think Money Group