There is a very human story behind every mortgage application and Bluestone uniquely looks at the whole picture when considering credit. Our research revealed that brokers are motivated to help people achieve their dreams, and for “adverse” clients, this feeling is even stronger. We also uncovered that with the rise of the gig economy so did the number of individuals that struggled to get a mortgage from traditional lenders and felt discouraged and judged.
Although the main goal was to position Bluestone as the lender of choice to brokers, we also wanted to create a strong emotional connection with the end customer. Our “Unlendables” campaign concept set out to hero Bluestone end customers, showcase the diverse range of backgrounds and scenarios that fall under complex credit, as well as offering guidance to brokers wanting to help these types of customers. The campaign span across web, paid social and search all focused on growing sign-ups to their broker platform.