Air Later Life

Intermediary marketing campaign to generate more leads

Marketing

CLIENT NEED

Air is part of the Key Group, the later life lending experts and specialists in equity release. The Air platform helps mortgage intermediaries and financial advisers find the most suitable products for their clients, through sound advice and best-in-market sourcing tool technology.

They required a campaign to raise brand awareness and help recruit new advisers to the Air mortgage club. A wider objective was to encourage existing members – some of which were dormant – to place more business with Air.

Insight

Research showed that many advisers were members of several mortgage clubs, or were going directly to lenders in the misguided belief that they’ll earn higher processing fees.

Output

Air’s proposition is multifaceted and covers Air sourcing, Air academy, Air marketing, and Air Club membership. To communicate the benefits of all these different elements required a simple, clear, compelling and achievable customer-facing message.

We created an integrated campaign around the headline ‘We live and breathe later life lending.’ This gave meaning to the brand name and positioning Air as the confident leader in the equity release market for advisors and intermediaries.

With everything being managed in-house, we executed the creative across trade press, performance media, social media and dedicated campaign landing page.