Campaign details
Brand: KeyAdvertiser: KeyAgency: WDMPCountry: UK
Campaign Overview
The key to better retirement
Property is the biggest untapped source of wealth for the UK's older population, but just 3% of over-55s said they considered equity release for later-life planning.
Strategy
Key wanted to drive enquiries, increase marketing efficiency and grow customers. But many people switch off at the words "equity release". The brand had to inspire confidence and consideration to give people 'permission' to see it as a viable option.
Instead of selling the product, WDMP – in association with McCann Manchester...