PPI Deadline: Billions to millions

The Financial Conduct Authority (FCA), a financial regulatory body, reversed the decline in payment protection insurance (PPI) complaints in the UK with its Make a Decision campaign.

Campaign details

Brand: PPI DeadlineAdvertiser: Financial Conduct AuthorityEntrant: M&C Saatchi and Manning Gottlieb OMDPrincipal authors: Steve Parker and Richard Storey, M&C Saatchi; Matthew Philip, Manning Gottlieb OMD

Entry summary

'PPI' has long been a shorthand for pestering, patronising and irritating, with its nuisance text messages and shouty daytime ads.

This brazen selling eroded interest and market size.

Enter the spectacle of Arnold Schwarzenegger's head on tank tracks deriding people's indecisiveness.

We'll show how such bizarre selling motivated a country bored to death by the subject, to consider it once more, returning billions to...

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