Cetelem, the consumer finance
subsidiary of France’s BNP Paribas, has introduced a new
promotional campaign that the business says reaffirms its
commitment to responsible lending.
According to Cetelem, the campaign “completely
discards the sector’s usual codes” via a message which singles out
bad lending practices and extreme sales methods by means of
contrast with Cetelem’s own lending activities.
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Centring on a spoof commercial for fictional
irresponsible lender Bingo Credit, the advertising promotion will
also extend to newspaper and magazine adverts, online banners, and
‘street marketing’ involving deliverymen handing out leaflets to
consumers in Paris.
Cetelem says its own consumer loan portfolio
is competitively priced but also gives consumers permanent access
to a credit information service and a personalised budget statement
after six months’ worth of repayments. A Cetelem/Ifop study
conducted in June 2009 found that 70 percent of French people
believed it is too easy to obtain a loan and that loan providers
are too complacent.
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