Longbridge financial
New Product Launch
Background
Longbridge Financial launched a new reverse mortgage product: Longbridge Platinum—allowing borrowers to qualify for a reverse mortgage on properties valued up to $6 million.
Client
Longbridge Financial
Contributions
Art Director
Banner Ad Animation
Web Designer
Agency
Flynn
The Goal
Evolve Platinum’s positioning/messaging and media strategy to broaden the reach/appeal of untapped audiences.
Target Audience
We targeted high-value homeowners who may be more financially savvy, but have limited knowledge of reverse mortgages. Reverse mortgages weren’t even on their radar because they didn’t think they had a need for it. If any knowledge did exist for some, it was likely misguided.
Branding
Longbridge Platinum was a new product so, we aimed to incorporate the Longbridge branding while ensuring it stood out from their other offerings. Additionally, given its high value, it needed to convey a more premium feel. To accomplish this, Longbridge’s navy blue was the primary color for this product/campaign and their green served as the accent color.
Photographic Style
Native ads played a major role in our campaign’s budget and influenced our photogaphic styling. We aimed for natural, non-branded visuals, focusing on candid moments of a couple aged 62+, highlighting their genuine expressions and everyday activities with their family.
social Graphics
46% of individuals that are 62+ are on Facebook. To reach this audience, we created Facebook Carousel Ads and individual Facebook posts.
Facebook carousel
facebook posts
Landing page
We developed two distinct landing pages for this campaign. The first landing page was promoted through digital banner ads, while the second one attracted traffic via native ads.
Landing Pages
native ads
Display banners
