To reach the diverse target, RVS decided to launch a fully integrated campaign that would connect the brand to consumers. Its goal was to become reliable, credible and relevant to them. Once this relationship was established, we knew that running direct sales ads would be the way to drive sales and leads.The key to its success was the campaign’s look and feel. We used real RVS Advisors from all backgrounds and incorporated their own words into the ads. We filmed a documentary-style TV spot to add to the 'real' feel. The straightforward ads built trust.

Based on response, we knew that the campaign had positioned itself as a serious alternative to the other, bigger players in our market segment. Our mortgage supplier was 22% above target, and our print campaign generated 13.5% more leads than expected.While these are the initial results, RVS is encouraged by the success of the campaign launch and believes we have captured its tone and personality.