Monster Mortgage Gives Canadians a Fair Chance

When the time comes to finance your first property, buy a new home or renew your mortgage, who do you turn to? In today’s growing gig economy, many Canadians are being turned away by big banks and their one-minute mortgage approvals. In Monster Mortgage’s new campaign 'We take the time', it hopes to demystify the process of applying for a mortgage and offer real tangible solutions to today’s consumer. A hyper-targeted campaign using micro-moments demonstrates empathy for the current climate of strict screening regulations when applying for a mortgage.

Created and produced by Mass Minority, a creative agency is known for its proprietary consumer sentiment data (HVT) Human Values Technology, used data to inform the direction of this campaign. “The data told us that if we demonstrate empathy in the current friction of new regulations and the overall complexity of applying for a mortgage, we will attract leads at a scale that delivers ROI”.

Using high-pressure moments such as an audition or interview where the individual is immediately told they are not qualified to exemplify the rigorous and somewhat unfair process of applying for a mortgage with big banks. At the heart of this campaign was the mission to give consumers a solution to a problem that they can feel good about. The results of the campaign have been swift seeing an immediate lift in quality leads in the first 20 days and a click-through rate 4.5x’s better than industry benchmark standards.