Historically, Nationwide for Intermediaries sister brand The Mortgage Works (TMW), has offered separate product ranges for experienced and first time landlords (FTL’s). Following a significant update to their products, TMW’s core buy-to-let range is now accessible to FTL’s too, further evidence that they are responding to feedback and ultimately supporting the intermediary market. The core objective of this campaign was to demonstrate TMW’s support for FTL’s, and support their ambition of growing their market share of buy-to-let lending to FTL’s.
To communicate that TMW had bolstered its efforts to support FTL’s the campaign focused on the message that more was being done to support landlords throughout their careers or buy-to-let lifecycle, using the headline,
Doing more to support first time landlords.
For today’s needs and tomorrow’s aspirations.
That’s common sense.
The imagery used in the online and offline ads used quirky imagery and animation (in the case of online) that depicted the TMW characters belaying, designed to demonstrate the concept of support while on the journey upwards.