West Brom Building Society launches bold new campaign
West Brom Building Society launches bold new campaign to position itself as first choice mortgage provider for first time buyers.
The brand building campaign which takes place in the Society’s regional heartlands is aimed at helping position the West Brom’s purpose led lending with a focus on helping first time buyers purchase their first home.
Increasingly, rent can cost as much or more than a mortgage. With the insight that many people feel caught in a rent trap and worry that they’ll never be able to own their own home, GOOD developed this into the from “6th time renter, to 1st time buyer” tagline of the campaign. Everybody knows the term first time buyer, but don’t give thought to how many times they were a renter before that.
The campaign depicts types of first-time buyers in the West Midlands region, showing the before and after in a good-humoured, plain-speaking Black Country way. It features the type of people who have gone from renting to buying with the West Brom.
The creative execution demonstrates it is possible for young people to break the rental cycle to go from renting to buying a home.
It is the first activation of their new brand, also created by GOOD Agency, and runs across OOH, digital and radio. The building society recently won ‘Best Choice for First Time Buyers’ in the MoneyFacts Consumer Awards for the second year running.
Lee Boulton Creative Director at GOOD Agency says “This brief got us all discussing how many times we’ve rented, a tangible and human way to look at the reality of the housing crisis. We hope this campaign will help even more people see West Brom as their route from generation rent to generation own.”
Georgia d’Esterre, Head of Marketing at West Brom Building said: “As our first brand campaign under our new identity, we knew we wanted to focus on supporting first-time buyers and showcase to our region that the West Brom is a genuinely good choice for those looking to buy their first home.
“It’s been fantastic to see the campaign out there, on buses, billboards and even at the West Bromwich Albion football stadium, and to feel the new brand truly come to life. GOOD’s creative thinking really helped us distil a complex issue into something human and relatable and that was especially important to us.”
