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CA Housing Loan

client · Crédito Agrícola
project · Strategy / Concept Creation / Advertising

CA Housing Loan Hero Image

Duration:
October 2022 – May 2023
(8 months)

Objective:
Communicate Crédito Agrícola’s housing loan campaign to target audiences, whether for purchasing a new home or transferring an existing loan.

Targets:
Young adults starting their lives and families.

Channels:
Digital-first approach, using the brand’s social media platforms and Google network (YouTube, Ads).

Concept & Approach

For many, life’s daily challenges include living with parents
or finding that family life is becoming increasingly cramped.
Our campaign tapped into these relatable scenarios,
speaking directly to young adults and families experiencing
these situations.

When the time comes to buy a home or transfer a mortgage,
Crédito Agrícola steps in to simplify the process. The bank’s
commitment is to make this transition smoother, offering
security, ease, and motivation.

The central message revolved around a simple idea:

Living at home with parents isn’t easy. (the problem)
But a housing loan can be. (the solution)

Family life isn’t easy. (the problem)
But a housing loan can be. (the solution)

Transferring a mortgage isn’t easy. (the problem)
But with Crédito Agrícola, it can be. (the solution)

For many, life’s daily challenges include living with parents or finding that family life is becoming increasingly cramped.
Our campaign tapped into these relatable scenarios, speaking directly to young adults and families experiencing these situations.

When the time comes to buy a home or transfer a mortgage, Crédito Agrícola steps in to simplify the process.
The bank’scommitment is to make this transition smoother, offering security, ease, and motivation.

The central message revolved around a simple idea:

Living at home with parents isn’t easy (the problem). But a housing loan can be (the solution).

Family life isn’t easy (the problem).
But a housing loan can be (the solution).

Transferring a mortgage isn’t easy (the problem). But with Crédito Agrícola, it can be (the solution).

We developed the overarching concept of communication:

CA Housing in 5 steps

The Campaign Narrative

For Young Adults:

Our messaging to young adults was crafted around the idea of independence and the dream of owning a first home. The narrative was simple:

“Living with your parents isn’t easy, but your housing loan can be.”

“Buying a home doesn’t have to be a headache. We have solutions tailored to your budget, and our specialized team will guide you through every step of making your dream home a reality.”

“At Crédito Agrícola, you know what to expect, with support at every stage.”

“Your home is your refuge. Invest in your independence and start building your future with Crédito Agrícola.”

For Families:

For families, we highlighted trust, security, and transparent information.

“Living with a family isn’t easy, but your housing loan can be.”

“The future brings security, peace of mind, and accomplishments. Start planning your next move with Crédito Agrícola's housing loan solutions.”

“In your new home, there’s room for everything.”

“Is this the year your family grows, and you need a bigger space? Trust the future and simulate your housing loan with Crédito Agrícola today.”

Creative Execution

To bring these messages to life, we developed a web series format, where a series of short episodes told the stories of three main characters, representing the different campaign targets. Across 13 short videos, we followed the journey of:

João:
(Young Adult)

At 26, João is living at home with his parents. He’s highly organized, independent in household tasks, and a big fan of natural documentaries and Marvel comics. However, despite his readiness, João hesitates to take the big step of moving out—until Crédito Agrícola steps in, helping him secure his first home.

João’s Parents:
(Mortgage Transfer)

After seeing how Crédito Agrícola helped their son, João’s parents—Inês and Francisco, in their late 40s—realize that transferring their mortgage to Crédito Agrícola could give them more advantages. Their story demonstrates the ease and benefits of transferring a mortgage with the bank.

Maria:
(Family)

Maria, 38, married to Pedro, and mother of two children (and two pets), constantly feels that her house is getting smaller by the day. Juggling family life, she dreams of more space for herself. With Crédito Agrícola, Maria’s dream of a bigger home is about to come true.

The campaign also introduced supporting characters such as Óscar the parrot and Fábio, Maria’s personal trainer,
to inject humor and relatability into the narrative.

The campaign also introduced supporting characters such as Óscar the parrot and Fábio, Maria’s personal trainer, to inject humor and relatability into the narrative.

Óscar

Fábio

Along with the webseries, we also created different assets to support the campaign in the digital media:

Housing Loan in 5 Steps
Housing Loan - Families Target
Housing Loan - Young Adults Target
CA's 5 Steps for a housing loan
CA Housing Loan - Info 1
CA Housing Loan - Info 2
CA Housing Loan - Info 3

This campaign successfully addressed the emotional and practical aspects of buying a home or transferring a mortgage. It resonated with the target audiences through a combination of humor, relatable storytelling, and clear, accessible information.

Credits

concept & strategy · Djáli Campos, Ana Silvestre, Maria Reis
project management · Djáli Campos
production · Djáli Campos, Ana Silvestre
graphic design · Maria Reis
motion design · Tiago Gonçalves

filming & editing · Lis Films
sound design · Blim Records
copywriting · Ana Silvestre
digital advertising · Daniela Carneiro

concept & strategy · Djáli Campos, Ana Silvestre, Maria Reis
project management · Djáli Campos
production · Djáli Campos, Ana Silvestre
graphic design · Maria Reis
motion design · Tiago Gonçalves
filming & editing · Lis Films
sound design · Blim Records
copywriting · Ana Silvestre
digital advertising · Daniela Carneiro

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Avenida do Forte, 3 sala 3.05
2790-072 Carnaxide
938228594 (mobile call)
info@bluepepper.pt

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Contact us

Avenida do Forte 3, sala 3.05
2790-072 Carnaxide
933457721 (mobile call)
info@bluepepper.pt

Follow us

Privacy Policy