UK Finance Encourages Worried Mortgage Customers to ‘Reach Out’ in Latest Campaign

UK Finance, the collective voice for the banking and finance industry, has today unveiled a new TV spot and other activity as part of its £5 million “Reach Out” campaign, which aims to raise awareness of the support available from mortgage lenders for those customers who are concerned about higher monthly repayment costs. 

The rapid response, multichannel push was developed in partnership with M&C Saatchi London, which UK Finance appointed in July.

Rising interest rates mean that many mortgage customers, particularly those coming to the end of their fixed term deals, may face a considerable rise in their monthly repayments. In response to this, many banks and lenders in the UK have signed up to the government’s ‘Mortgage Charter’ to give borrowers the necessary reassurance and support through potentially challenging times. 

M&C Saatchi has partnered with UK Finance to develop a multichannel campaign to raise awareness of the support that is available to mortgage customers and to encourage them to contact their lender early on if they are worried about making their repayments.

Following an initial burst of the campaign which debuted on the 31st July, running across out-of-home, print, radio and digital channels, today sees the launch of a hero TV spot, along with new out-of-home and digital activity.

The push encourages people to “Reach Out” to their lender, underlining a simple and positive message. The 30-second TV spot, directed by Mr Yankey at Armoury London, harnesses a memorable audio signature: a newly recorded version of the famous Four Tops track “Reach Out (I’ll Be There)”.

The film features a lead singer and backing singers popping up in situations where people are worried about their mortgage costs, and singing their encouragement to “Reach Out” to their lender, who is ready to help.

Media agency Goodstuff is overseeing media planning and buying for the campaign.

UK Finance represents more than 300 firms across the banking and finance industry.

Giles Mason, director, campaigns, UK Finance, said, “We know that mortgage borrowers, particularly those coming off a fixed rate deal, may be worried about higher monthly repayments. That’s why we want to ensure people know that their lender is ready to help. We’re delighted to be launching this new TV advert with the simple message of reach out if you need support.”

Guy Bradbury, creative partner, M&C Saatchi London, added, “Many people across the UK are finding it financially difficult right now. In this warm and hopeful campaign we wanted to let people know that their bank is there to help and no matter how bad things get, all they have to do is reach out.”