Key Retirement is the UK’s leading equity release provider in a fast growing category that saw UK consumers release more than £3bn of equity in 2017.

In Spring 2018 we were appointed to help them re-brand, reposition and launch a multichannel brand and brand response campaign spanning TV, press, radio, digital and social.

Our research uncovered that Key Retirement’s differentiator was the quality of its advisors and this gave rise to the brand line that Good Advice is Key positioning the company as a trusted advisor.

The new brand positioning aims to capitalise on the changing and rapidly growing over-50s market.

This idea was delivered through the medium of song in the TV commercials with the theme of rhyme carried through across all channels.

The campaign went live in the summer and we are currently evaluating the results.


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