To grow the market share of a regional building society that was ‘founded by teachers for teachers’. Working within an industry ruled by compliance, meant that we needed to focus even harder to find a point of difference that was bigger than the products.

Brief

Develop a new proposition and brand position

Insight

Bespoke underwriting enables teachers in unique career circumstances (e.g. newly qualified, supply, maternity leave) to be offered a mortgage where they otherwise would not be by other providers

Idea

Surprisingly Different

Scope

Project scope
Research briefing, management and analysis
Brand definition
Brand expression
Newly-qualified teacher campaign conception and roll-out

Result

37%

Growth in brand engagement