Three of our very favourite factors in one. A rebrand, financial services, and insight from an informed and ambitious client.
Having been held on pause for a number of years due to market dynamics (or rather the lack of dynamics caused by sub-prime and the financial crash), but now under new ownership, Kensington was keen to capitalise on the opportunity to grow awareness, lending and willingness to recommend, which insight showed existed within the specialist mortgage sector. Rebranding was the perfect vehicle to galvanise the troops and the market.
We redefined the brand, distilling the values of transparency, straight talking and forward thinking into the focussed ‘Simply Specialist’ positioning, and achieved the tricky balance of transforming the identity without completely losing its heritage.
Aimed at a tightly defined audience of mortgage brokers, we were able to blitz the available media in print, online, DM and face-to-face, going from first concept to multimedia launch in just three months.
It’s difficult to know where to start with the winning. On the web, visits rose by 47%, with a 47% decline in bounce rate. We achieved a 30% open rate for emails. The DM registrations were phenomenal, and mortgage completions rose by 30%, breaking records for enquiries and completions.
The fun has come in developing a true partnership with the client team based on mutual respect, a great deal of laughter even in adversity, and in sustaining the cut-through of that initial launch.