McCann Manchester behind seven-figure campaign for leading equity release provider

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McCann Manchester is behind a new seven-figure campaign for Key Equity Release, the UK’s leading equity release provider.

With the strapline ‘Equity Release that’s right for you’, the integrated campaign will run across TV, press, digital, paid social and CRM channels and breaks across satellite and digital channels including Sky, ITV and Channel 4 with 30-second spots.

The campaign’s animation was produced by Studio AKA and also features the voice of Kevin Whately.

The campaign looks to position Key Equity Release as the most trusted provider of equity release and blends a mix of brand building and brand response activity to drive sales growth.

Chris Bibby, CMO at Key Group, said: "Equity release is a category that is still not well understood by many over 55s, who would really benefit from accessing the cash tied up in their homes. Our campaign seeks to answer many of the key questions consumers have about equity release and demonstrates the personal and transparent approach Key takes.”

Karen Buchanan, CEO of McCann Manchester, added: “This new campaign has been developed to work across the multi-channel journey for customers considering equity release. We’ve delivered a new brand platform that illustrates Key Equity Release’s personal, transparent, and trusted approach.”

McCann Manchester also works with the likes of Aldi, Harveys, Smyths and Matalan.