Make it stand out
The Mortgage Market Needed a Shake-Up - We Gave It One
The Challenge
Two million UK mortgage holders are overpaying by an average of £300 a month. All it takes is two minutes on Trussle to check if you’re on the right deal.
The problem? Most people didn’t know Trussle existed. And the mortgage industry wasn’t exactly top of the agenda for consumers scrolling past ads.
So we had to make them stop, listen, and realise — they could be losing thousands a year.
Position Trussle as the mortgage broker that’s on the consumer’s side, fighting to make switching easy and fair. Blend mass-awareness TV with a campaigning edge that showed Trussle wasn’t just selling a product … it was fixing a broken system.
The Concept
The Execution
We didn’t just make ads. We made people question their mortgage
Created two TV commercials showing unsuspecting mortgage holders shocked to learn they were overpaying. A playful voiceover, addressing them as “Russell,” explained Trussle’s solution with tongue-twisting wordplay. Directed by Mark Denton, produced through SparkleBop.
Launched the “Fighting for Fairer Mortgages” campaign to shine a light on how outdated and unfair the mortgage process is — even when it didn’t directly benefit Trussle’s bottom line.
Backed the message with a physical march for fairer mortgages, grabbing headlines and sparking conversation.
Took the march online with a digital platform where people could “join the fight” and share their support for a fairer system, turning passive viewers into active campaigners.
London Transport Takeover
Digital March Site
Following the physical march for fairer mortgages, we created an online digital march for people to ‘joint the fight’ to drive awareness around this activity.
This allowed people to share their passion for a fairer mortgage system for all.
Online avatar customization screen showing a female avatar with brown hair, wearing a purple jacket, white shirt, beige pants, and black shoes. Options for face, hairstyle, and outfit are displayed for selection.
Online Avatar
Choose Your Placard
Results
Collection of colorful text-based graphics with various phrases related to mortgages, including 'Mortgage Fear Sucks', 'Mortgages Are Broken', 'For Buyers Not Bankers', 'Clean Up Mortgages', 'Can I Have a Nicer Mortgage Please?', 'Help My Mortgage Stinks', 'We All Hate Mortgage Fear', 'Bring an End to Bad Mortgages', 'I Deserve a Better Mortgage'.
We got mortgages (not the most exciting topic) into the public conversation.
Significant uplift in brand awareness post-campaign
Thousands of consumers engaged with the digital march
TV spots drove a measurable spike in site visits and mortgage checks
Campaign cemented Trussle’s positioning as the consumer-first challenger in a traditional industry
Brand lift studies showed 18% increase in awareness
Raised a total of £26.5 million in funding across multiple rounds before being acquired by Better.co.uk in 2021. This includes a £7.5 million Series C round in 2020.
We didn’t just advertise a mortgage broker. We gave homeowners a reason to demand better.
We made Trussle the brand that fights for fairer mortgages.
