Bluestone Mortgages

Integrated campaign

Project Overview.

Bluestone Mortgages are leading suppliers of mortgages for individuals with complex credit histories. They approached Big Rock to help them increase their brand awareness and market share within the mortgage broking community.

Introducing ‘The Unlendables’.

To highlight different products that Bluestone offered we came up with the concept of our ‘Unlendable Family’. Each character represented the mortgage needs and credit circumstances of the type of end customer that Bluestone provide mortgages for.

The unique, relatable and catchy concept with high-quality, versatile visuals was crucial to the success of the campaign.

Our micro stories.

Bluestone offer 5 main mortgage products. To bring these to life, we created five characters with back stories that reflected the needs and individual credit circumstances of their typical end customers.

Cross Channel Roll Out

To support our hero ad we created a total of 30 individual creative assets to support the end-to-end acquisition of new broker customers. These included a range of ad cut-downs as well as additional support collateral and bespoke campaign landing pages.

To ensure the overall success of the campaign we adopted a systematic approach that:

  • Identified the key customer touchpoint across every stage of the buying journey
  • Tested multiple audience segments to find pockets of untapped opportunity
  • Used existing partnerships and tactical placements to create brand affinity and build a stronger connection with the audience
  • Used a mixture of sophisticated targeting and automation to create bespoke customer journeys for all our different personas
  • Tested multiple lead and conversion incentives in order to lift conversion rates

After our 4 month campaign we were delighted that we were able to exceed every KPI that had been set at the start of the engagement, achieving the following headline results;


Registration enquiries.


Leads generated over target.


Increase in email performance.