STW’s brand management consultancy Shift has launched Mortgage Choice’s 2013 marketing campaign.
‘Know the feeling’, draws on the emotional comfort customers derive from having the right home loan for them, or the correct financial advice.
Shift’s managing director, Iain Good commented: "There is a huge emotional benefit in knowing you have the right mortgage for you, and our brand idea really brings this to life in a compelling manner, that we believe will be breakthrough in the category."
The campaign kicked off on Sunday 3 March with TVCs supported by radio, online, posters, outdoor, flyers, EDMs and internal communications.
Mortgage Choice head of marketing, Danna Brown said, “The creative process began in 2012 with a deep dive into our brand essence. We focused on the core benefits of the Mortgage Choice service proposition and really narrowed down our target audience, their emotional triggers and key motivations. This provided us with the foundation for our creative strategy.”
Four television commercials were produced by Luscious and directed by Tina Bull. Animation was a collaboration with MIE in London, which created the opening ceremony at the London Olympics.