Bristol & West, Lifetime Mortgages

Objective

Generate enquiries for the new Bristol & West Lifetime Mortgage - an equity release product aimed at the 50 plus market.

Approach

Let's not patronise, let's celebrate life, the things customers have done and the things they'd still like to do.

Visually we presented people from the relevant demographic looking positive and excited - with a lifetime still to live! The copy promotes the product whilst placing it in the concept of realising dreams.

Results

The plan ran across press and digital channels and gave the launch a real head-start.

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