Scottish Widows Bank has appointed financial services agency Teamspirit to work on its new Graduate Mortgage Campaign.
Launching in April 2005, the integrated campaign will span trade and consumer press, radio and web advertising, direct mail and product literature.
The campaign invites you to remember your antics whilst at university, using simple imagery and copy to empathise with the audience, such as using an image of a milk carton with the headline 'Remember "borrowing" this?' or an image of a traffic cone with the headline 'Remember waking up with this?'
Kirsty Maxey, Client Services Director of Teamspirit said: "The campaign we've developed really focuses on the key audience, reflecting their attitude and anecdotal behavior, and our aim is to help position Scottish Widows Bank as a leader in the graduate lending market this year."
The mortgage, which offers up to 102% borrowing to graduates aged 21 to 35 years, offers the graduate a chance to step onto the property ladder at a time, after years of studying, when it is usually hard to find money for a deposit. This unique mortgage package is available exclusively to graduates who have graduated from a recognised UK University.
Senior Manager for Product Development and Marketing at Scottish Widows Bank, Murdo McHardy commented: "The campaign offers a real insight into our target market and demonstrates real empathy from Scottish Widows Bank perspective."