Essential Customer Understanding // The mortgages division of Lloyds TSB Scotland recognised that many IFA's found access to relevant mortgage information time consuming, inconsistent and generic. This presented an opportunity for Lloyds TSB Scotland to take a market lead in service provision to the IFA sector.

The concept of a 'members club' offered the ideal marketing 'platform' and Avian were tasked with turning this concept into reality

Creative Connection // IFA focus groups helped crystallise the proposed brands positioning as succinct, accurate and reliable. We first created the creative brand treatment for 'The Spearhead Mortgage Club', then we developed a full range of integrated launch collateral including: an innovative DM launch invitation, a complete suite of promotional material, an interactive CD Rom sales presenter and a portable exhibition package. Over the course of the last 24 months Avian has been responsible for ongoing above the line advertising campaign management and the development of a highly sophisticated web portal including an on-line mortgage quotation and data capture system.

Genius Effect // The initial Direct Mail achieved an 82% response with 74% converting to club members. Membership is currently heading towards 1,500 brokers. The Lloyds TSB Scotland's Mortgage Business Unit has grown by a factor of six, is ranked number 2 in Scotland and lent over £1.9 bn in 05.