ABN AMRO introduced the Overwaarde Hypotheek. A new type of mortgage that allows people aged 65+ to use their surplus value without selling their house. We framed it in a way that hits the heart instead of the head: this mortgage not only allows you to enjoy the money, but also all the beautiful memories for as long as possible. A wish cherised by many elderly and their families.
We promoted the product by surprising an elderly couple with an audio tour through their own home. Full of beautiful memories that are reminisced by their (grand)children. The film was advertised on Facebook and played as a 3 minute commercial in cinemas.
The results have turned into a beautiful memory for ABN AMRO. 3977 mortgages were sold in the campaign period. Almost 400% above benchmark. Which resulted in two nominations, a Bronze Effie, an Esprix and a Grand Prix Content Marketing.
Art director: Gabriela Nouws
Copywriter: Leon Ragetlie
Content creative: Anne Stokvis
Creative director: Thijs Bontje, Daniel te Lindert
Strategy: Esther Overmars
Account: Tamara Saelman, Mette Ouborg
Producer: Christ Bloemheuvel, Lieke Noordink
Client: Greetje Kaminga, Erna Lammers, Jeroen de Liefde
Production Agency: De Haaien
Director: Jona Honer