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 ( 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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