Our brief was to develop the creative for a campaign to promote Nationwide Building Society’s mortgages to first time buyers and homemovers.
The creative strategy focused on the building society’s ‘helpfulness’, adding a human touch to an apparently rationally based marketplace. The campaign was delivered through national press advertising, in branch collateral and online.
In an independent creative benchmarking review by Marketing Week, the campaign was rewarded with the highest level of motivation and involvement, outperforming the financial category average by making a strong emotional connection. In real terms the number of mortgage adviser appointments in all Nationwide branches saw a dramatic increase.
And it’s always nice to have positive client feedback: “This is our best campaign to date for mortgages, and it’s totally thanks to your creative genius and hard work.” Spencer Clarke, Head of Marketing, Mortgages & Insurance Nationwide Building Society.