Together opens the door to new advertising campaign

Together, the Manchester-based property lender has launched a new above the line advertising campaign titled, ‘Opening Doors since 1974’, to mark its 50th year. The campaign aims to raise awareness of how the company helps its customers realise their property ambitions.

The 30 second TVC will target commercial and personal finance customers with a single creative route adapted for the two audiences on Channel 4 On Demand, Sky Adsmart TV as well as, Sky Digital and PropertyTV. It will also feature as 15 second cut downs.

The campaign will feature in print and digital media on property sites such as Zoopla, Prime Location and Right Move and will also be delivered through a paid social media campaign across Meta, YouTube and LinkedIn.

The ‘Opening Doors since 1974’ campaign is based on the insight that in today’s world of uncertainty, fear of missing out on opportunities, whether business or personal, is very real. The creative aims to capture the suspense felt in the world of property where so much hangs on securing the right site and closing a deal quickly with confidence through access to funding.

The campaign, devised by brand agency Continuous, features a selection of characters as they embark upon their property journey from a variety of scenarios – a family moving into their next home, a couple enjoying the results of a major building project, a portfolio landlord securing a fixer-upper at auction, to a small business taking its first steps with a bricks and mortar base.

The concept captures doors that initially won’t open, with frustration experienced when it appears that an opportunity is set to slip away. The obstacles encountered allude to the difficulties property buyers experience in the current market where getting access to funds can often be slow and complicated. In order to get doors opening freely, Together is then seen as the trusted partner helping customers secure their property dream based on its flexible criteria, broad product offer and speed of service – opening the door to property ambitions.

Together’s Chief Commercial Officer, Ryan Etchells said: “As Together celebrates its 50th year in business it seems opportune to elevate the awareness of our brand amongst a commercial and personal finance base. Our heritage demonstrates that we are a trusted partner and have used our expertise and strong relationship based approach to lending to help thousands of people settle down and scale up. It’s now time for us to shout more loudly about our common sense approach to lending which has been helping our customers realise their property ambitions for five decades.”

Stephen Ardern, Managing Director at the brand agency, Continuous said: “This campaign was an opportunity to demonstrate the impact of Together’s products. And how, as a trusted and experienced lender, they make opportunities happen for both commercial and personal customers.”

The shoot was filmed in two locations in London over two days and was directed by Steve Conchie, Creative Director at Continuous. The campaign launches on February 5th.