The Challenge.

To promote The Portman's online mortgage illustration calculator to independent financial advisers.

The Solution.

Eskewing the conventional route of trade press the agency recommended a mix of direct mail and emails. We then used industry disquiet greeting new mortgage calculation regulations (which brought with them more paperwork) as the backdrop to our campaign. By "quoting" IFAs potentially disgruntled at newly-complicated mortgage applications, we added some much-needed humour to what at first appeared a pretty businesslike brief.

The Results.

The campaign increased response rates by 3000% from 10 a week to 60 a day, garnering a highly-coveted Financial Services Forum Effectiveness Award along the way.