HomeEquity Bank: advert-body-2 by Zulu Alpha Kilo

After posting record mortgage numbers in 2017, HomeEquity Bank, providers of the Chip Reverse Mortgage, launched a new brand platform, created in partnership with Zulu Alpha Kilo. It introduces a redesigned logo, evolved brand positioning, a new visual identity, and a fully integrated campaign to help set the brand up for continued long term growth.

The campaign utilizes both traditional and non-traditional creative executions. In one spot, we see a young couple encouraging their parents to downsize and sell their house before the parents have some fun with that idea by suggesting they move in with the young couple. Another ad shows an overly persistent real-estate agent approaching a house to convince an older couple to sell their home, before they turn the sprinklers on her. A third spot shows two young parents in front of a house talking about making an unsolicited offer, simply because the homeowner is older. The still-spry homeowner overhears and politely kicks them off her lawn.

To compliment the TV commercials, DRTV with hard hitting messaging, was also produced. In keeping with the brand narrative, the same on-camera characters were featured to help bring consistency throughout the consumer journey. Each execution plays a unique role in educating and empowering retirees to take back control of their retirement dreams. Rounding out the launch is a website refresh, digital ads, and series of out of home executions that were designed to look like real-estate advertising but instead of speaking to selling or open houses, they use headlines such as: ‘Sold On Staying Put’ and ‘We’re Sold on Not Selling.’ Similar messages were also applied to tear away posters and door hangers that all pulled from the various executions by encouraging people to stay in the home they love.