NatWest has launched a new integrated campaign, created by T&P, to promote its new Family-Backed Mortgage, designed to help people get on the property ladder.
In an increasingly challenging housing market, the new product allows buyers to leverage family income to increase their borrowing power, while still owning the home completely in their name.
The feel-good campaign brings to life how good it feels when you can achieve this goal together with the backing of your family and NatWest. Got Your Back tells this story, from the frustration of feeling locked out of the market, to the undeniable satisfaction of getting your own keys.
The campaign is the latest to launch under NatWest’s brand platform, Tomorrow Begins Today, created by T&P in 2020, to inspire the nation to take action today for a better tomorrow.
Lisa Gervis, Marketing Director of Retail Banking at NatWest, explains: “Research by the Homeowners Alliance has shown that while 71% of UK non-homeowners aspire to buy a home, 1.9 million people think they’ll never be able to do so. While many first-time buyers feel home ownership is out of reach, and families want to help, there’s often a disconnect in how that support can practically manifest beyond a gifted deposit.”
She continued: “This campaign directly addresses that by showcasing how the NatWest Family-Backed Mortgage enables first-time buyers to take tangible action, fostering important conversations and ultimately unlocking new possibilities.”
Loui Bowes, Creative Director at T&P, added: “Our 30 second spot is a simple story packed full of heart, humour and attitude, for a product that will genuinely help people reach that pretty monumental goal of homeownership. And we couldn’t do it without a little help from Elvis, of course.”
Directed by Freddy Mandy and produced by Smuggler, the multi-channel campaign will run across addressable TV, Video on Demand, digital audio, social, display, web, email and branch, in consumer and broker communications. Further platform-native social executions have been produced in-house by T&P’s film team. Media was bought and planned by Initiative.
The campaign underlines how established brands can successfully adopt a challenger mindset to create products to meet the needs of their next generation of consumers.
Contact one of our highly experienced mortgage advisors today on 0121 500 6316 to discuss your mortgage needs.
