The campaign, called ‘Icon’, is an evolution of the lender’s ‘Revolution’ campaign, which used insightful quotes to promote Mortgages plc’s intermediary offering. An added feature of the campaign is that Mortgages plc has agreed to make donations to the preferred charities of certain icons, in return for permission to use their images.
Julian Wells, head of marketing at Mortgages plc, said: “We’re well aware of how many magazines and pieces of marketing material intermediaries are sent so we have set out to do something that is both eye-catching and insightful. Using such famous people will create an instant rapport with people and there’s no doubt in my mind it will have an impact. We’re also running an internal version of this campaign. We ran a competition with staff and have had literally hundreds of suggestions of icons we can use in the future. We’ll be launching a similar competition for intermediaries in the coming weeks so watch this space.”
