Abbey National is poised to roll out a new campaign that targets
first-time house buyers.
In a radical departure for the financial services giant, the campaign
will use tube cards for the first time, postcards in restaurants and
some specialist press, in a drive devised by its roster agency, Barker
Abbey National has identified three target groups of first-time mortgage
buyers and has produced three different executions.
Each ad aims to tap into the frustrations felt by people who don’t own
their own homes. The first breaks next week and targets people in rented
property who dislike having to live with someone else’s choice of
The ad shows a pair of bare male feet standing on a garish carpet with
the strapline: ’Last year we saved thousands of people from their
The other ads are targeted at those frustrated by living with their
parents and at couples setting up their first home together. The entire
campaign will run for two months.
Sue Aitken, new-business director at Barker and Ralston, said: ’This is
a new approach to first-time buyer advertising. The idea is to tap into
the urban rented accommodation scenario. It is unusual for financial
services institutions to do something that treats people like humans
rather than people with money.’
The ads were written by Jon Fitzgerald and art directed by Nicky
Media planning and buying is through TMD Carat.
Sophie Caswell, group head at TMD, said: ’The idea was to look at ways
of targeting first-time buyers. One of the main groups within the
first-time buyer audience is those who are renting property. Tube cards
were an appropriate way to reach them rather than through more
conventional use of media.’
Abbey National uses Barker and Ralston for all press work while Euro
RSCG Wnek Gosper handles its broadcast advertising.