Digital agency DNA creates website for Standard Life Bank

The digital agency DNA has created its first work for Standard Life Bank with a microsite encouraging consumers to say how much they hate or love their mortgage.

DNA has developed the website (www.hateyourmortgage.co.uk) as the focal point of an above-the-line campaign developed by the Leith Agency, which includes press and direct mail executions.

The campaign is the first in a series of online initiatives by Standard Life to encourage consumers to change the way they feel about planning their personal finances.

The site is split into two sections: "Hate your mortgage?" and "Love your mortgage?". The hate section offers visitors the chance to share their frustrations and e-mail a rant about their mortgage with the chance to win a year's worth of payments. Visitors can also create a spoof letter to ditch their current mortgage.

The love section has a photo love story on how to find the perfect mortgage that spoofs the creative used in 50s comic strip ads - complete with speech bubbles. There is also a take on "find love" personal columns about those seeking and finding great mortgage deals with Standard Life.

Neil Miller, the managing director at DNA, explained: "The microsite allows us to explore the creativity of the campaign idea while also offering the core information a user need would when changing their mortgage."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).