YBS | 3D Motion, Rich Media Advertising, User-Experience, Responsive Web Design | Tall | Digital Creative Agency Leeds

Yorkshire Building Society 5% Mortgage Campaign

What did we do?

3D Motion, Rich Media Advertising, User-Experience, Responsive Web Design

YBS 5% mortgage campaign

YBS Logo

The Campaign

This could be the year
to get moving

Yorkshire Building Society (YBS) launched an integrated campaign to support its new 5% Deposit Mortgage product featuring digital creative executions developed by Tall.

With few mortgage options available in the market for consumers with a low deposit, and a growing appetite to buy a new home among prospective first time buyers and existing home movers, YBS tasked Tall to create digital campaign activity that would support the launch of its 5% Deposit Mortgage.

Telling the story

Our specific target audience online were those just starting out, people wanting to buy their first home and next time buyers. We wanted to create rich content to help capture the interest of visitors to the site and visually represent how a 5% mortgage could help them buy their first home or indeed move home. We developed a landing page featuring 3D morphing technology to maximise the engagement and experience visitors would have whilst on the site. Due to the profile of the audiences and the increase use of mobile phones we were keen to not alienate the mobile user. We were however conscious that due to the nature of this content we needed to adapt the digital execution and create a streamlined version so that we did not eat up too much of their data allowance.

Sketch
With our 5% deposit mortgages

Due to the nature of this content we where keen to give the mobile user a streamline version so not to eat up too much of their data allownce.

Phone display

Quick, simple and direct

The bespoke landing page allowed consumers to calculate what deposit they would need based on the value of the house they were interested in buying. It also allowed them to explore and compare the choice of 5% deposit YBS mortgages available and gave them access to a guide that helped to simplify jargon associated with mortgages. Throughout there were calls to actions to encourage consumers to get in touch over the phone or in branch.

Browser version

Rich media advertisements

To help drive awareness and traffic to the site we also created iPad adverts for the Daily Mail and The Times and Rich Media banners for both the main site and the mobile site.

Everything was consistent in messaging and creative look and linked strongly with the overall offline campaign but using our expertise and knowledge was adapted to ensure that it achieved maximum impact from the media platform it was using.

Ipad version
Mortgage calculators

Results

The results
"It was imperative that the creative for the 5% Deposit Mortgage worked effectively across all channels to deliver a truly seamless integrated campaign. Tall has effectively taken an offline concept and used their knowledge and expertise to not only ensure that it works equally well online, but to also add depth and a level of interaction that I am certain will make the campaign stand out to consumers."

Anna Higgins, Customer Acquisition Manager at Yorkshire Building Society,

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