Key Equity Release is extending its market investment in its pioneering TV advertising campaign following a surge in interest from potential customers in the equity release and wider later life lending market.
Originally the new TV push was scheduled to run from Boxing Day last year to January 31st but Key has dialed up its investment and the campaign has now been running continually throughout Q1 and is being extended into Q2 demonstrating the hugely positive responses generated by carefully focusing on the financial needs of over-55s homeowners.
Data shows the campaign has delivered more than 8.2 million impacts so far, helping to drive awareness of equity release and support advisers throughout the UK.
The three-minute daytime TV campaign is specifically targeted at TV watched by over-55s in line with Consumer Duty obligations, reducing the risk of it being seen by customers that the products are less likely to suit.
It has been created with specialist DRTV partner Smart Response Media and focuses on clarity, reassurance, and trust addressing common questions and misconceptions around equity release and other later life lending solutions.
Key Equity Release is seeing growing interest in the role of property wealth in financial planning across all life stages and wants to ensure that specialist advice is sought in order that all options are considered.
Will Hale, CEO of Key Equity Release, said:
“Our return to TV advertising has been a huge success for the equity release market as a whole and not just Key Equity Release, and it is an easy decision to continue the campaign past its original dates.
TV advertising is now business as usual for the later life lending market which should also be business as usual for mainstream mortgage market and wealth management advisers too. It is about ensuring customers have all the information to make the right choices.
By targeting advertising responsibly, we can better support good customer outcomes and ensure our communications reach the people they’re intended for. We are very much focused on continued investment in our brand and the equity release market.”
