ABN AMRO is targeting first-time buyers and movers in the housing market with the new full-funnel campaign 'Huizenjacht' (Rat Race). This campaign is part of the brand strategy 'Voor Ieder Begin' (For Every Beginning), developed by lead agency ACE. The bank highlights the tension involved in finding a home and the relief that follows once a purchase is finally made.
"Buying your first home is one of the most significant transitions in life," says Tanja Bom from ABN AMRO. "In today's tense housing market, characterized by scarcity and fierce competition, the path to homeownership is challenging, but certainly not impossible. We encourage perseverance and provide support through the expertise of our housing specialists, ensuring that home seekers are well-prepared for their new beginning."
Creative Directors Billy Witbraad and Jasper Diks from ACE add, "With this campaign, we want to amplify the reality of the housing market. While the industry typically presents a polished image, we choose to highlight a recognizable feeling—the sensation of being in a rat race. With overcrowded viewings and bidding wars being the norm, a healthy dose of determination is essential to secure a home. By acknowledging this, we hope people will see ABN AMRO as a partner in their search, giving them a better chance of landing their dream home."
With 'Huizenjacht,' ABN AMRO reinforces its position as the bank that guides and supports customers through every new beginning. The campaign will be live on TV, online, (D)OOH, radio, and social media.
Video · Campaign film 'Huizenjacht'
ABN AMRO campaign video 'Huizenjacht' by ACE
