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Article: Scottish Widows aims to milk student market.(Scottish Widows Bank)(Brief Article)
- Article from:
- Financial Advisor
- Article date:
- April 21, 2005
CopyrightCOPYRIGHT 2005 FT Business. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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SCOTTISH Widows Bank is cornering the graduate mortgage market with milk cartons and traffic cones.
The bank, which offers mortgages over the phone, is using images of student life to spearhead its marketing campaign for its graduate mortgage.
The campaign also hopes to raise awareness of the product among intermediaries, where it still remains a relatively untapped market.
Straplines such as "Remember waking up with this?" alongside an image of a traffic cone and "Remember 'borrowing' this?" accompanying a picture of a milk carton are two of the highlights of Scottish Widows' marketing drive.
Murdo McHardy, senior manager of ...