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
The Ology
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
The Idea
Surprisingly Different
The 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