Family Building Society to target 'squeezed generation' with launch campaign from AML

Family Building Society has engaged Farringdon-based AML to create its launch campaign scheduled to break mid-August.

Covering digital-based advertising, digital and direct marketing, the Family Building Society will initially target parents and grandparents who want to help younger family members buy their first home, using humour to highlight the pressures facing modern families and how the Family Building Society can help.

Ahead of the campaign launch the Family Building Society website has gone live along with a series of teaser ads.

Jo Wood, marketing and communications manager at Family Building Society commented: “Immediate media interest in the launch is already high and customer response extremely positive. We’ve worked with AML on a creative route which illustrates the problems that many families face these days and brings these situations to life in a humorous way.”

AML creative director, Ian Henderson, added: “This is just the sort of challenger brand today’s families need – with smart products that are designed to solve real problems. It’s also the kind of disruptive, innovative business we like to work with at AML.”

The ‘squeezed generation’ – those in their 40s, 50s and 60s who carry the dual responsibility of caring for children or wanting to help them get on in life as well as supporting elderly relatives – will be the focus of the overall campaign launching next month.

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