The FCA radio campaign "Can't Recall the 90s" aimed to protect consumers and enhance the integrity of the UK financial system. It targeted working adults, young adults, and those over 18 from various socioeconomic classes. The campaign humorously featured an Arnold Schwarzenegger impersonator encouraging people to check if they had any claims from PPI policies in the 90s. It used radio, TV, and print ads that won awards and brought widespread awareness of the FCA's services across the UK.

1. Radio Campaign
FCA 'Can’t recall the 90s'
TV Clip- https://youtu.be/zS9wMHXZ4Ts properclipinfile.
AdvertClip- https://www.youtube.com/watch?time_continue=30&v=bol079ZjhiI properclipinfile.
Imagine-
Aims and Objectives:
The aims andobjectivesof the FCA Can’trecall the 90’s campaignis to secure anappropriate degree
of protectionforconsumers.Toprotectandenhance the integrityof the UK financial system.To
promote effective competitioninthe interestsof consumers,andthe mainfocusof the campaigns
to showhowtheyintendtomeetthe objectives.
Target Audience
The targetaudience forthe FCA and the campaignwouldbe any working/middle classadult’s,
youngadultsand justanyone above 18, thisisbecause one of the company’saimis to protectthe
consumersfinancial problemsandneed,thiswouldincludeScamSmarttipsandanyfinancial help
and services youneedwithprotection.Onthe NRSscale Ibelieve thatitwouldbe fromD-Working
class,C2, C1 and B the middle classastheyare the onesthat will needthe mosthelpinprotecting
theirmoneyandfinancial problems,andonthe 4Cs scale it wouldbe all the classesThe succeederas
theyseekcontrol andwiththe tipsthe FCA givesitmakesitso theycan control more,The struggler
because theycanescape throughwiththe FCA because theyare givenprotectionandhelp,the
resignedforthe same reasonsandThe mainstreamerbecause there maingoal istoseeksecurity
and FCA will protectthemandhelpthem.
How is the product represented?
The product inthe advertsandthe overall campaignispresenthumorouslythroughout,thisis
shownbythe fact thattheyhave an ArnoldSchwarzeneggerimpersonatorshoutingdownthe audio
abouthow stupidtheyare fornot gettingFCA and notprotectingthemselves.HavinganArnold
impersonatorbringshumourtothe advertjustbecause the stereotypical waytheyare presenting
himand bringsthe theme of the whole campaignwhichiscan’trecall the 90’s as he was a massive
90’s star andno one can be inthe 90’s and not rememberhim.

2. Campaign Message
The unique sellingpointof the whole campaignmessage isthe factaboutthe PPIand that the FCA
has checkingtoolstosee if youhave anythingtoclaim, and youare beingstupidif youare not
checking.The reasonitis called“can’trecall the 90s” isbecause itis tellingyouthatevenif youhad
“PPIon a loan,creditcard or mortgage”youcan check if youhave it because youall can’t remember
the 90s like Arnie,whichisthe whole uniquesellingpointof the campaign.
What methodsdid the campaign use?
Theyusedeverythinginthe campaigntheyusedaprintbasedadvertisementwhichwasposted
everywhere aroundcitiesandtownstogetthe wordout. Theyalsouseda TV advertwhichagain
was putall overthe TV channelsitwonawards because of the comedymeaningthatitwouldhave
reachedmore people asitjustgot shownaround.Aswell asthat again theyhadan award winning
radioadvertwhich meantthat there wasgoingto be a biggerreachfor itand more people were
goingto see it,it was put upeverywhere onall the channelswhichhadadverts.
Radio:
 The radio advertbroughtmore people tothe campaignfromdifferentareasof Englandand
differentpeopleingeneral.
 Theyreachedpeople byputtingthe radioadvertouteverywhere ondifferentradio
channels,theyputthe advertonany channel thatplayedthe adverts.The radioadvertone
an award whichwouldhave broughtmore people tothe FCA aspeople founditfunnyand
wouldshowfriendsandfamilygettingthe wholecampaignoutthere andgettingthe
message inpeople’sminds.
 The radio advertdiffersfromthe TV advertandthe printadvertbecause ithas to relyonthe
audioitsself.Itusesthe comical voice of the impersonationof ArnoldSchwarzeneggerand
make himsay daftthingswhichrelate tothe FCA- it isall audiobut everyone knowswho itis
and manypeople finditfunny.
 The advertscan all be linkedtogetherastheyare so differentanddifferentpartsof the story
of thisArnie headrollingaroundtowntellingpeople aboutthe FCA andabouthow you
shouldcheckyourPPI.
 The radio advertsandcampaignwas verysuccessful,we cansee thisbecause itwonawards
for the comical scriptand advertwhichwasjust sayingdaftstuff.Italsobroughtmany
people towardsthe FCA tocheckout PPIand otherfinancial protectionstuff.
TV:
 The TV advertbroughtmany people tothe campaignandthe FCA fromall overthe place
because everyonewatchesTV fromall differentplacesinthe UK.Overall itjustbrought
more awarenesstothe campaign.
 Theyare reachingthe intendedaudienceastheyare puttingthe adverton to every
channel sotheyhave the biggestreachand effectonpeople tobringthemtothe FCA.
Alsothe TV (alongwiththe radio) advertwonanaward for theiradvertwhichagain
broughtmore people tothe campaignbecause theyfounditfunnysotheywouldsendit
aroundto othersagaingettinga biggerreach.
 The TV advertdiffersfromboththe radioand the printbasedadvertbecause itcan use
great audioandvisuals- theyusedmanypropsandgreatways to portrayArnie which

3. was a head on a little car,Theycan create a fantasticcharacter of whichpeople can
rememberandenjoy,whichyoucannotdoina radioadvertand notdo as well inthe
printadvert. Theycan basicallymake itmore comical to the viewer.
 The advertscan all be linkedtogetherastheyshow differentpartsof a storybut inthe
radioadvertyou can hearArnie rollingaroundtalkingtohimself,inthe TV advertyou
can see Arnie talkingtopeople,andinthe Printyoucan see Arnie inanadventurousstill
 I believethe TV advertwasverysuccessful inaddingtothe campaignas itwon an award
like the radioadvert because of the comical wayit waspresented, thismeantthatitwill
bringmore people tothe FCA.Showingthatit wasa successful advertandcampaign.
Print:
 The print basedadvertbroughtmore people tothe campaignasit was put
everywhere aroundthe UKand everyone drivingtoworkandwalkingaroundwould
see itand it wouldcatchmany people’seyesanddraw themtothe FCA to checkout
whattheyare offering.The peoplewouldbe fromall overanddiverse fromothers.
 It Is reachingpeople’seyesandhittingthe audienceastheyare seeingiteverywhere
fromdrivingtowork inthe morningand back home at nighttheywill see thisposter
and people justwalkingaroundpopulatedareastheywillhave properlyhave seen
thisposterpromotingthismeaningthat itwill bringmore andmore people intothe
campaignand the FCA.
 The print advertdiffersfromthe radioandTV advertas theycannotdo as much
withwhattheyhave,theycan onlyproduce small informationandacatchy still
image howeverthe posterthattheyproduce wasgoodas it gave punchy
informationandacatchy imagine of Arnoldwhichpeoplewouldrememberand
maybe lookuplater.
 The advertscan all be linkedtogetherastheyshow differentpartsof a storybut in
the radio advertyoucan hear Arnie rollingaroundtalkingtohimself,inthe TV
advertyoucan see Arnie talkingtopeople,andinthe Printyoucan see Arnie inan
adventurousstill
 I believethatthe printadvertwasverysuccessful asitwouldhave broughtina lotof
people because peoplewouldhave seenitmanytimesadayand it will getinthe
back of some of the people’smindsandtheywill lookitupanduse it-resultingin
more people comingtothe campaign.
Overall Ibelievethe campaignadvertswere everysuccessfulasitbroughtmany many
people tothe FCA,thiscan be seenbythe twoawardsthat it wonfor itscomical scripts
and overall humour,thismeantthatmore people will seeitandhave heardof It
because of this.Because itisso differentanddaftit getsstuckin people’smindsand
theyendup lookingitupjustbecause itisso randomand the message getsstuckin
people’smindstocheckouttheirPPI.
Regulatory Bodies
ASA isthe self-regulatoryorganizationof the advertisingindustryinthe UK. It isa non-
statutoryorganizationandsocannot interpretorenforce legislation.
OFCOMisthe regulatorandcompetitionauthorityforthe UK communications
industries.Itregulatesthe TV andradiosectors,fixedline telecoms,mobiles,postal
services,plusthe airwavesoverwhichwirelessdevices operate.

4. BBFC Is a non-governmentalorganization,foundedbythe filmindustryin1912 and
responsible forthe national classificationandcensorshipof filmsexhibitedatcinemas
and videoworks
Relevantlegal and ethical issues
There may be some legal problemsif ArnoldSchwarzeneggerdid notwanthisvoice to
be mockedor usedinthisadvert,and hisface modelledcouldresultinalegal issue and
there maybe an ethical issue asthe Austrianaccentisbeingmockedandsome people
may be offended.
Personal InformationProtectionandElectronicDocumentsAct(PIPEDA):National
legislationabouthoworganizationsshouldcollect,use,disclose andretainpersonal
informationaboutindividuals.
Ethical codesof conduct:While organizationsare notmandatedbylaw tofollow ethical
codes,they provide standardsof goodpractice,indicatingaccountabilityandintegrity.
In additiontoPIPEDA,whichisfederal,someprovincesare creatingtheirownprivacy
laws.NGOsshouldbe aware of bothfederal andprovincial privacylegislation.