HomeEquity Bank
Retiring Outdated Thinking
HomeEquity Bank is a reverse mortgage provider in Canada, empowering retirees to keep their homes instead of selling.
This campaign has delivered against multiple challenges: increasing brand awareness, addressing genuine skepticism toward the entire category or reverse mortgages, and reframing the way seniors are portrayed and perceived in advertising and communications.
Over a three-year period it has lifted results at every stage of the consumer journey, including increased brand recognition, expanding the size of consumers coming into the purchase funnel, and ultimately helping to drive a growth in sales of 75% versus its 2017 starting point.
AWARDS | Communication Arts, Effie Awards, Marketing Awards