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."