How do you hit an older audience when you need to promote a new type of mortgage? By making the value of this product tangible through storytelling.

To bring the surplus value mortgage (which allows people over 65 to withdraw their surplus value without having to sell their home) to the attention of the target audience, we looked for the emotional value of this product for people. After all, there is nothing better than the memories you have built up over the years in your childhood home.

A very personal audiotour through your own home.
We translated this insight into a mini-documentary story, surprising two grandparents with an audio tour of their own home. Armed with only headphones, their (grand)children take them through all the memories. And let them feel, what the real value of your home is. Something you don’t have to part with thanks to ABN AMRO’s surplus value mortgage.

Results

The idea hit the target group right in the heart. With more than 5,000 people contacting ABN AMRO to talk about financial options for their home. A content campaign that made a valuable contribution to the larger proposition.

“When pure emotion is captured, it captures your heart in a short time. There is a solid idea here. The audio tour as an original element. Handsome work”.
– Jury report Grand Prix Content Marketing

Credits:
Adverteerder: ABN AMRO
Bureau: N=5/N=Content 
Account: Tamara Saelman, Mette Ouborg
Creative Directors: Thijs Bontje, Daniel te Lindert 
Creatives: Leon Ragetlie, Gabriela Nouws
Content Creative: Anne Stokvis
Strateeg: Monique Bergers 
Opdrachtgever: Erna Lammers, Greetje Kamminga, Jeroen de Liefde
Productie: Lotte de Rooij, De Haaien
Regisseur: Jona Honer