Switching mortgage. It’s a doddl.
Challenge
Over the past 10 years, people have become sceptical of banks and traditional lenders and when it comes to mortgages, consumers feel the banks always win. We needed to create a reassuring brand to launch Ireland’s first online mortgage switching platform. The brand needed to compel and convince consumers of how easy it is to switch mortgage and save considerable amounts of hard earned money.
Solution
Switching mortgage involves none of the stress or anxiety associated with getting a mortgage first time around so when it came to naming the brand, we focused on a name that communicated ease ‘it’s a doddle to switch’. And so the name was born.
doddl is a new entrant for a new consumer era so the brand needed to stand out from the legacy financial and banking communications. We developed a bright and confident identity that moved away from the corporate blues and reds of banking towards an open, approachable and simple palette. Illustration is a key component of the brand, allowing doddl to be creative with story telling. Rather than relying on the expected photography of homeowners, a series of characters were created to bring the brand to life. They show the ease and simplicity of the process and also the many benefits that switching can bring. From saving money for a holiday to having the ability to renovate that spare room you have always wanted to do.
The tone of voice was a crucial part of getting consumers to engage with the brand. A disarming and engaging, consumer centric tone was used throughout the communications. ‘Think less T&C’s, more TLC.’ ‘Anytime. Anywhere.’ Our tone is authentic, down to earth and always helpful, simple and clear.
Results
• In a highly competitive market, initial ambitious 6 month targets were exceeded by over 25%
• The new name has proven so successful since launch that the wider company is transitioning to offer additional mortgage products under the doddl brand.
“In the complex world of mortgages, the team clarified and defined our proposition ‘Mortgages Made Easy’ in a fun, friendly and really approachable way. They delivered a brand new name, doddl, and visual style that screams simplicity and ease. Our design ecosystem clearly mirrors the personalised, frictionless experience of doing business with us”
Martina Hennessy, CEO doddl
