- Wednesday, Jan. 15, 2014
J.G. Wentworth, the industry leader in purchasing structured settlement payments and annuity payments, today announced the launch of a new integrated marketing campaign that expands the company’s familiar “Opera” campaign into three new musical genres.
Titled "Kash Kahuna," "Guten Tag," and "Windows," the new television spots showcase the popular J.G. Wentworth 877-Cash-Now jingle that has become part of the pop culture zeitgeist and expands upon the original and classic “Opera” spot.
Titled "Kash Kahuna," "Guten Tag," and "Windows," the new television spots showcase the popular J.G. Wentworth 877-Cash-Now jingle that has become part of the pop culture zeitgeist and expands upon the original and classic “Opera” spot. “Kash Kahuna” is a takeoff on classic Hawaiian luau. “Guten Tag” features a spin on German beer drinking songs and “Windows” is a version of a East Village musical performance. The television commercials were created and produced by J.G. Wentworth’s longtime ad agency Karlin+Pimsler. The campaign also includes a refresh of the 877cashnow.com website and the creation of numerous digital, mobile and social media extensions, as well as a large media spend on national cable networks and broadcast TV.
“This new campaign expands on the years of brand investment that have made J.G. Wentworth a household name and the industry leader,” said David Miller, Chairman and Chief Executive Officer of JGWPT Holdings, Inc.
"These three new generation of "Opera" spots continue the J.G. Wentworth legacy of innovative work with an easy-to-understand story,” said Mal Karlin, Chief Creative Officer and Founder, Karlin+Pimsler. “J.G. Wentworth is the leader in their category because they believe that the brand message comes first.”
J.G. Wentworth purchases illiquid assets, such as structured settlement payment streams and annuity payment streams, for one lump sum payment to customers. Customers utilize the proceeds to meet life's changing needs, the most common of which include debt repayment, home purchase, education, auto expenses, and medical expenses. The new campaign highlights the fact that the selling of the payments is not a loan, and therefore does not increase a customer's debt load.
“J.G. Wentworth has provided valuable solutions to thousands of customers over the years,” said Sean O'Reilly, Senior Vice President and Chief Marketing Officer, JGWPT Holdings, Inc. “The marketing campaign provides continued education about the opportunities for customers to sell all or a portion of their structured settlement or annuity payments to meet their changing financial needs."
This campaign represents a continued investment in the brand and another milestone in the growth of J.G. Wentworth. In November 2013, J.G. Wentworth’s parent company, JGWPT Holdings, Inc., celebrated its initial public offering under the symbol JGW. As a tribute to the iconic television commercials, J. G. Wentworth’s singing Vikings, from the original “Opera” spot, were present on the bell ringing podium at the New York Stock Exchange to perform the “877-Cash-Now” theme song.
"J.G. Wentworth has built an iconic, zeitgiesty campaign that demonstrates the power of using brand messaging in Direct Response," continued Karlin. "DR has had breakout creative in the last several year's and this campaign is emblematic of the new generation of Direct Response advertising."
For more information about JG Wentworth and the new campaign visit www.877cashnow.com
About JG Wentworth
J.G. Wentworth is the most recognized name in the structured settlement payment purchasing industry. Its brand recognition, operational efficiency and commitment to customer service is a key part of the brand’s success. The company provides liquidity to holders of future payment streams through the purchase of structured settlement payments and annuity payments.
About JGWPT Holdings, Inc. (NYSE:JGW)
JGWPT Holdings, Inc. managed entities focus on key sectors, including structured settlement payment purchasing, annuity payment purchasing, lottery payment purchasing, and pre-settlement funding. Its two market leading and highly recognizable brands, J.G. Wentworth and Peachtree Financial Solutions, have purchased over $9.4 billion of future structured settlement payment streams from their customers since 1995.
Karlin+Pimsler, Inc. is an advertising creative boutique that specializes in developing transformational Direct Response TV (DRTV) commercials that build category brand dominance while simultaneously generating profitable, prolific and measureable results. Occupying a truly unique place in the world of advertising, Karlin+Pimsler’s DRTV advertising has helped clients establish, promote and protect brand image while generating maximum response for sales and leads. With extensive experience in the worlds of general advertising and direct marketing, working for some of the biggest ad agencies in the world, both Mal Karlin and Steve Pimsler have been honored with numerous creative awards and are credited for creating some of the most successful, category-busting DRTV campaigns for a variety of different clients including SunSetter Awnings, J.G. Wentworth, ChildFund International, Annuity.com, eDiets and Suncom Wireless. For more information, go www.karlinpimsler.com.
Karlin+Pimsler, Ad Agency
Mal Karlin, Director and Creative Director
Steve Pimsler, Creative Director