Bluestone Mortgages (Boulder group)
TVC | Social | Email
My role in the project: Creative concept, copywriter, scriptwriter, and director.
The ‘Unlendable Family’
How I convinced credit brokers that a complex credit history doesn’t mean game-over for mortgage seekers…
Bluestone is a leading supplier of mortgages for individuals with complex credit histories, yet, the mortgage broking community has very little awareness of their market share or solutions.
Part one of the campaign targeted brokers and introduced them to Bluestone’s five main mortgage products, represented by quirky characters and back stories that reflected the needs and individual credit circumstances of their five most typical customer types.
Part two, our hero video ad, saw The Unlendables family invite their mortgage broker, Ben, to dinner as a mark of their appreciation for getting them all approved for the right Bluestone mortgage.
Campaign Activation
To support our hero ad, we produced creative assets to support the end-to-end acquisition of new broker customers, including cut-downs, targeted and PPC ads, and bespoke campaign landing pages.
Toolkit creation
To enhance our registration enquiries, in return for broker email addresses, our consideration-phase ads offered a toolkit explaining how Bluestone can help brokers with their complex credit clients in more detail.
RESULTS
After the 4-month campaign, we had exceeded every KPI set at the start of the engagement.
3,437 registration enquiries
30% leads generated over target
20% increase in email performance