The creative treatment, which includes a distinctive typeface, uses visual engagement to build the brand's personality. The treatment will be used in all the bank's advertising, including trade, consumer and online, and will also be used in direct mail and other marketing literature.
Brian Ewing, head of intermediary sales at Intelligent Finance, said: "Our research has revealed that 1 in 3 UK households looking for a mortgage could be better off in offset. Trigger points are likely to be features such as high rate tax status, household incomes in excess of £30,000 or savings which are at least 10% of the mortgage balance. This clearly demonstrates that offset is no longer a niche market within the mortgage industry. The new creative capitalises on this by using illustrative characters to help clients identify with the people living in an 'offset world'."
He added: "When Intelligent Finance launched in 2000, we were one of a handful of lenders offering offset or current account mortgages. Now there are around 30 lenders in the marketplace. More providers raises the profile of the offset mortgage but it is important that we differentiate ourselves. Our experience and understanding of the offset market – and the ideal offset client - is a key driver behind our advertising messages in the new campaign."
