Coventry for Intermediaries: A compelling new broker positioning brought to life
An insight-led campaign to make a star of ‘certainty’ – the thing mortgage brokers seek above all else.
The Challenge
Coventry Building Society, already known for its “All together, better” brand for customers, sought to extend this positioning to its mortgage inter- mediary audience. Despite having conducted significant broker research and established an initial broker positioning—”Human Experts. We’re real people who work, All together better”—the challenge was to uncover the critical insight, articulate the proposition, and launch it with an integrated campaign.
The Solution
The first step was to determine the core story and how best to tell it. The research highlighted a key problem: “Most brokers have given up hope of finding a lender that genuinely puts them first.” Coventry for intermediaries (Cfi) positioned itself as the solution, emphasising its commitment to brokers through its dedicated team. Anchoring the narrative with the promise, “We’ll give you the certainty you’ve been looking for,” the campaign aimed to strike an emotional chord with brokers. Using real-life photography integrated into a papercraft world, the concept “Your search for certainty is over” was created. This depicted Cfi’s reassuring presence at every stage of the mortgage process. Real-life Cfi employees starred in the campaign, enhancing its authenticity. The visual style, switching from illustrated to papercraft landscapes, showcased the personal touch and expertise Cfi wanted to be known for. The result was a campaign rich in insight, personality, humanity, and credibility.
The Results
The LinkedIn activity generated 2.7 million impressions among a targeted broker audience, with carousel creative achieving a cost per thousand impressions of £2.54—27% below the benchmark. Digital display overdelivered by 90.3%, creating almost £23,000 in extra value. The overall click-through rate was 0.10%, 25% above the industry standard, with a cost per thousand clicks averaging £5.26, significantly lower than the industry average. Since the campaign launch in November, 89% of visits to the landing page have been driven by campaign activity. This success demonstrates the effectiveness of adopting a more human approach to B2B marketing.
Simon Dodd, Head of B2B Marketing at Coventry Building Society, praised the campaign: “Right from the start, the team at mark-making* un- derstood what we wanted to do. They took our research and insight and created a broker narrative that made the hairs on the back of our necks stand up. They then helped bring that to life with their creative vision, ably using our existing visual identity and moving it on for our broker audi- ence to create something really distinctive in our market.”