We launched the 2017 edition of our Bank of Mum and Dad campaign for FTSE100 financial services company Legal & General this week, and it made a serious impact on the news cycle – even with Brexit and the General Election going on.
The story this year was that The Bank of Mum and Dad has grown from being the equivalent of a £5bn mortgage lender last year to £6.5bn this year – putting it on a par with the Yorkshire Building Society, the ninth largest mortgage lender in the UK.
National media interest was immediate and widespread as the ‘BoMaD’ campaign trended on Twitter for the second year running and dominated broadcast, online and print media. Highlights from the launch include the front page of the FT, BBC News, Sky News, the Guardian, Huffington Post, Bloomberg, and Timeout.
Later in the week, the editorials and columnists started to delve into the issues raised by the campaign in more detail. Deborah Ross published a great piece in The Times and Robert Shrimsley’s tongue in cheek approach to BoMaD for the FT was particularly entertaining
Rostrum also produced a series of online assets for Legal & General including an interactive map where customers can look at the role of BoMaD in their region
The buzz within the agency and the positive reaction from the client made all the hard work on BoMaD worthwhile – everyone at Rostrum is delighted with another successful BoMaD campaign launch and we’re looking forward to releasing further findings from the report later in the year.