Ahead of Valentine’s Day in 2021, mortgage lender Habito launched their first erotic novel The road to completion, as part of their campaign. The novel is packed with sexual euphemisms as you follow a couple that works their way through the mortgage process and lust over their new home. The overarching message is that Habito acknowledges this dreadful process and is there to help you get through it in a, as far as possible, fun way.
The campaign not only helps the brand to stand out against the whole quagmire of the mortgage category, but it also succeeds in emotionally engaging with people by using humour and by making them feel heard by acknowledging that the road to completion is indeed a bumpy one…
