The brief
DCBL is one of the UK’s leading providers of debt resolution services and B2B debt recovery. DCBL is a leading participant across numerous industries and strives to maintain and improve standards across the sector.
The financial services sector organisation sought support to launch its proprietary customer app. The app allows users to pay their debts, communicate with a support team, and set up payment plans at any time of the day, and was created in-house rather than being an off-the-shelf solution used by its competitors.
DCBL required support to launch the app and raise the profile of its technological innovation and support for its customers in a way appropriate for the nature of its business.
73
pieces of coverage
9
award shortlists
The campaign
Our strategic approach went beyond simply launching an app and instead built research, context and a narrative around the growing use of technology and apps to manage personal finances.
This consumer research was also combined with DCBL’s own knowledge and data on how consumers prefer to communicate and interact with them, to create a unique report on consumer habits related to personal finance and technology.
To support the launch of the new DCBL Customer App, we developed an integrated PR and communications campaign designed to position DCBL as an innovator in customer-first debt management and digital payment solutions.
The campaign combined consumer research, thought leadership, media relations, social content, video assets, case studies, and award submissions to build credibility, generate awareness, and demonstrate the app’s real-world benefits for both consumers and businesses.
At the centre of the campaign was a nationally focused consumer research project exploring attitudes towards digital debt management and payment methods. We worked with a third-party survey provider to gather insight into how digital tools can improve financial visibility, reduce stress, and increase accessibility for users managing repayments.
The findings were developed into a thought leadership report hosted on the DCBL website. The report combined survey data with DCBL’s industry expertise to create a credible, insight-driven piece of content that highlighted:
- The positive impact financial visibility can have on customer wellbeing
- Growing consumer preference for digital payment methods
- How digital innovation can improve payment collection and customer engagement for businesses
This approach allowed DCBL to own a wider industry conversation around financial wellbeing, accessibility, and digital transformation.
We used the report findings as the foundation for a proactive media outreach campaign targeting the parking, payments, technology, and business press.
Multiple press releases were developed to spotlight different angles from the research, helping maximise coverage opportunities and extend the lifespan of the campaign. Commentary from DCBL was layered into the findings to position the business as an authoritative voice on customer communication and payment technology.
The campaign also created a bank of proprietary data that could be reused across future PR, marketing activity, and award submissions.
As part of the launch assets, we produced a walk-through video demonstrating the app’s functionality, ease of use, and customer experience.
The video was designed to support multiple audiences, including customers, partners, and potential clients, and was distributed across DCBL’s website, LinkedIn, and email newsletters.
This gave DCBL a practical visual asset that showcased the accessibility and simplicity of the technology in a clear and engaging way.
Awards strategy
To further elevate the DCBL’s technology and innovation credentials we developed a targeted awards programme covering the parking, payments, technology, and business sectors.
The award entries focused on innovation in customer engagement, digital transformation within collections and payments, and improving accessibility and customer choice through technology.
The results
The campaign successfully elevated DCBL’s profile across the collections, payments, technology, and business sectors, positioning the company as a leader in customer-focused digital innovation.
Through a combination of research-led PR, thought leadership, media outreach, and supporting campaign assets, the launch generated 73 pieces of editorial coverage across key sector and business media in an 18 month period. The campaign culminated in DCBL winning the Credit Connect Credit & Collections Technology Awards 2025, recognising the impact and innovation of the new customer app and reinforcing DCBL’s reputation as a forward-thinking business committed to improving customer engagement and accessibility.
Through this campaign, we were able to tell compelling stories of how DCBL makes debt recovery simple, with its seamless data-driven solution.
Services delivered
- PR strategy and media outreach
- Press release writing
- Commissioning consumer research
- Survey question development
- Data analysis
- Thought leadership report creation
- Social media templates and posts
- LinkedIn content
- Walk-through/demo video
- Customer case studies
- Website content
- Award identification and submissions
- Reputation and positioning support
- App launch communications campaign