Nationwide For Intermediaries - New Buy Range Campaign
In January 2013 NFI made a wide range of improvements to their product offering. Our challenge was to create an integrated campaign that not only promoted the product range improvements, but also demonstrated the key proposition that NFI were doing more than any other lender to support NewBuy.
At concept stage it became apparent that there were three key messages to be explored in order to establish which was the most compelling offering for the broker market. Resonating strongly with brokers, the removal of product fees was agreed to be the most compelling message. It meant greater accessibility to the brokers' clients, in turn demonstrating NFI’s commitment to NewBuy and the Intermediary market.
At concept stage it became apparent that there were three key messages to be explored in order to establish which was the most compelling offering for the broker market. Resonating strongly with brokers, the removal of product fees was agreed to be the most compelling message. It meant greater accessibility to the brokers' clients, in turn demonstrating NFI’s commitment to NewBuy and the Intermediary market.
The campaign went through BDRC testing which achieved 88% overall cut through and a ranking of 6.1 lender consideration. Both extremely strong measurements considering an alternative format from the standard HPV was adopted.
Successful brands deliver on a promise. Great brands go one step further. They bring that promise to life
at every opportunity. We help brands to shape their promise and express it through design. We call it
mark-making*. It’s who we are and what we’re passionate about.
at every opportunity. We help brands to shape their promise and express it through design. We call it
mark-making*. It’s who we are and what we’re passionate about.
