Challenge

Due to the crisis on the Dutch housing market the competition on the mortgage market has increased. This has led ABN Amro to reconsider the positioning of its mortgage brand portfolio. For strategic considerations Florius needed to reestablish a firm brand position in the market place.

Insight

I conducted a brand equity research, which showed that Florius was lacking brand awareness and recognition and that Florius should be positioned as the most flexible mortgage bank of The Netherlands.

Ideation

To raise brand awareness and recognition Florius developed a new TV ad. The campaign states that Florius understands that life changing events demand for a flexible mortgage. Florius does so by questioning why people should be fixed-up to mortgages up to 30 years. Instead, Florius offers mortgages that ‘move along the way.’

Impact

The new brand campaign supports the strategic repositioning of ABN Amro’s brand portfolio. When this is completed over time, Florius potentially quadruples its client base. Turning Florius into the fifth mortgage brand of The Netherlands.

TV ad