OLIVIA DOWNING. ACD/COPYWRITER.
Together. Opening Doors since 1974.
the challenge. Together is a property finance specialist; a category not particularly renowned for its creative flex. However, they’d been helping real people realise their property ambitions for over 50 years, and came to us because they wanted to make a splash about it. They needed an impactful creative campaign to drive brand awareness and acquisition for both their commercial and residential customers, positioning the brand as distinct, approachable, and going out of their way to unlock opportunities for people.
the work. ‘Opening Doors since 1974’. Whether a commercial or residential customer, there’s always a real fear of missing out on the dream property. Together prides itself on its common sense approach to lending: getting to know real peoples’ stories, rather than statistics. By consistently looking for ways to say ‘yes’, Together has designed its loans and mortgages to be more accessible – which when other lenders’ doors close, theirs can be wide open..
My job was to creatively lead this fully integrated campaign, including 2 x 30 and 2 x 15 sec TVCs, and ads across social media, commercial trade publications, print and display. Working closely with Studio Hansa on TVC production, Pitch & Sync on a custom soundtrack and Very Media for media planning, I directed the project from concept to script, and all the way through to individual deliverables.
the results. This campaign combines Together’s history and heritage as a trusted lender, with a relatable, creative metaphor, showcasing how they build meaningful relationships with their customers to unlock a brighter future. But don’t take my word for it. Take the client’s:
“The Continuous team has been a committed strategic and creative partner throughout this project. By tapping into customer frustrations and showing how we care more about our customers’ futures than their past, the campaign sets us up to be considered earlier in the lending process.
“Whether they’re wanting their first step on the property ladder, the home of their dreams, or building a successful property portfolio, Together is the lender that can help them succeed by making finance work for them in the real world.”
Janine Ferry, Group Head of Marketing at Together