Ulster Bank: A Mortgage You Can Live With

This case study explains how Ulster Bank increased sales of mortgage products by focusing on fairness to rebuild trust in the Republic of Ireland and Northern Ireland, UK.

Ulster Bank: A Mortgage You Can Live With

Campaign details

Brand: Ulster BankAgency: Ogilvy DublinAdvertiser: Ulster BankCountry: Ireland

Campaign Background & Summary

Mortgage lending was a contentious issue in Ireland in 2014.

This sentiment fueled a decline in consumer trust in banks generally1 and the introduction of restrictive mortgage legislation in Republic of Ireland (RI) and Northern Ireland (NI).2

Underlying this negative mood was an assumption that mortgage providers couldn't be trusted to be both profitable and fair. The issue was compounded by the commodity nature of the market: similar...

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