To position DUCA as a major player in the mortgage space as it continues to live up to its new brand promise of delivering “more”.
Working hand-in-hand with DUCA’s marketing team, we quickly discovered that this represented a great opportunity to take the traditional mortgage conversation in a new direction. We started with the word “mortgage” and DUCA-fied it by introducing its “Moregage.” Not only did this allow DUCA to take ownership of the new term, but it also was a clever tie-in to its new brand essence and promise of delivering “more” to its Members. Focusing on the product, we offered Members not only a five-year variable rate at 2.55% APR and a five-year fixed rate closed at 3.09% APR, but also the exclusive moregage features and benefits:
- Receive up to $1,000 towards closing costs. · Earn up to $1,000 in Profit Sharing · Enjoy a low rate, even after closing: DUCA guarantees Member’s rate for 30 days after closing. So if Members want to switch between a fixed or variable rate, or take advantage of a lower posted rate if DUCA's rate drops, they have the added flexibility for up to 30 days after closing.
- Get up to $5,000 cash back: DUCA offered cash back on any mortgage that’s not high ratio. This essentially gets rolled into the rate. For example, a $250,000 mortgage at 3.29% with $5,000 cash back means the rate changes to an estimated 3.69% for a 5-year fixed closed mortgage.
With so many inherent features and benefits, we compared DUCA’s moregage to winning big on a game show; hence, our positive spin in an oversaturated mortgage market.
As of this writing, the campaign has been in-market for just one month. We look forward to providing an update in the near future!