Mortgage Choice promotes ‘Know the feeling’ message

"Know the feeling" campaign launched by STW's Shift.

“Know the feeling” campaign launched by STW’s Shift.

Mortgage Choice has launched an ad campaign based on the feeling customers get when they are eligible for a loan.

STW’s agency Shift created the “Know the Feeling” campaign which includes TV, radio, outdoor and a website.

Shift’s Managing Director, Iain Good said: “There is a huge emotional benefit in knowing you have the right mortgage for you, and our brand idea really brings this to life in a compelling manner, that we believe will be breakthrough in the category.”

Four television commercials were produced by Luscious and directed by Tina Bull. Animation was a collaboration with MIE in London.

View the ad: 

Mortgage Choice’s head of marketing, Danna Brown said, “The creative process began in 2012 with a deep dive into our brand essence. We focused on the core benefits of the Mortgage Choice service proposition and really narrowed down our target audience, their emotional triggers and key motivations. This provided us with the foundation for our creative strategy.”

Creative Credit:

  • Raj Rabindranath – Executive creative director
  • Dales Rhodes – Creative Director
  • Tina Bull – Director
  • Tim Berriman – Producer
  • Pip MacKenzie –Agency Producer
  • Julianne Artup – Senior Business Director

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