Portfolio
First Active
The aim: generate further business and to expand the (re)mortgage portfolio of First Active, the more open and accessible division of RBS.
We wanted to take First-Active's mortgage services to people when they were in a homing frame of mind. When couples are out shopping together at the weekend or at home related events. Times when people could genuinely consider their finances together.
Building upon First Active’s visual logo of the “thumb”, we created “Team Thumb”, instilling amongst this group an accessible and useful quality intrinsic to the ideology of First Active - breaking down the perceived barrier between the layman and “those who are in the know about finances”.
During the summer campaign Team Thumb handed out water and sunscreen building on the friendly approachability inherent to First Active. We invited well-known faces, experts that were relevant to the home world to speak and discuss with the audiences how they could maximise their finances from their homes to add gravitas and the fitting finance information to our exploits.
At the same time Team Thumb were at hand as well as specifically built information pods to giver out further advice and literature about the mortgage services First Active were offering and to also organise follow on meetings.
The speakers included Phil Spencer, Monty Don and Anna Ryder Richardson. We visited country fairs, the Ideal Homes Exhibition, shopping centres in Manchester and Glasgow as well as Bluewater.
A bus was also converted, which again embodied the philosophy of First Active – although it acted as a real time mortgage application suite, where people could pop in to speak to qualified advisers and prearrange further meetings, the top deck was transformed in to a viewing platform that served coffee.
Through this campaign we delivered an environment were we felt people would be able to ask questions and highlight their genuine concerns with regards to re-mortgaging. To talk about the things they often felt too scared or restricted to mention in a more formal environment. Creating an engaging and responsible environment with the right advice and sufficient information so that householders trusted and were happy with not only the products but additionally with the customer service that First Active offered.