HomeEquity Bank's Cheeky Campaign Empowers Retirees to Stay in the Home They Love

Three years after launching their brand platform that saw tremendous growth for the company, HomeEquity Bank, providers of the CHIP Reverse Mortgage, are back with a new campaign that is designed to empower retirees to stay in the home they love.

Working again with creative partner Zulu Alpha Kilo, the campaign is being shared across TV, digital channels, print, and social media. Within each scenario, the focus is on retirees taking a stand on not selling their homes.

In one video, we see a little girl telling her grandmother that her mom thinks Grandma should be doing more ‘age-appropriate activities’ and that she should move out of her home. When Grandma finds out what mom has been saying, she leans over and whispers some choice words for the completely shocked granddaughter to share with her mom. Another video shows a woman questioning her mother on why her dad keeps hurting his back around the house, before suggesting they downsize. She becomes mortified when she learns the truth about what her parents have been doing that led to her dad’s back pain. The third video shows a young man suggesting to his wife’s parents that they move into a retirement community. The husband then tells his son-in-law that he will consult with his wife. At that point, the parents look over at each other and immediately break out into hysterical laughter.

“Now more than ever, people are realizing why their homes are more important than just being an asset. There is another choice to downsizing,” says Yvonne Ziomecki executive vice president – marketing and sales. “Our research shows us that over 90% of people over 65 want to retire in their home. We can help make that a reality, while enabling Canadians to make the choice that’s right for them.”

The campaign also features an eye-catching social video that shows images of homes around the world where hotels, high rises and business complexes were built around them. The video pays homage to the owners globally who never moved out of their homes, despite the pressure to sell. The tribute ends with, “Here’s to those who stayed put.” 

Finally, a short series titled Conversation Stoppers with Doris was developed. Doris first starred in HomeEquity Bank’s 2018 launch. In this series, a handful of sound bites were created to share with those who are suggesting that older people should downsize and move out of the home they love. 

“This campaign reinforces the true value of your home, while continuing to empower retirees,” says Zak Mroueh, founder and chief creative officer at Zulu Alpha Kilo. “The work draws from true insights and scenarios that this audience routinely face. No one should be pressured to sell their home. Especially those in retirement.”

The launch campaign kicks off today and runs through 2021. Zulu Alpha Kilo led the strategy and creative development and OMD and iQuanti were behind the broadcast and digital media planning and buying.