Habito Seeks to Sell Mortgages with Podcaster’s Erotic Novel
British online mortgage company Habito is using risqué humour once again to connect with first-time buyers. Playing on its own findings that 10% of couples lose their libido during the mortgage application process, it’s launched a campaign called The Road to Completion – an erotic novel.
The novel was written by Rocky Flintstone, the pseudonymous author and subject of cult UK podcast My Dad Wrote a Porno. He rose to prominence after his son, TV writer and director Jamie Morton, turned Flintstone’s unique brand of amateur erotic fiction (featuring an executive working in the catering industry) into a podcast, charting highly in the UK, US, Canada and Australia.
The Road to Completion was created in partnership with London creative agency Uncommon, and illustrated by German artist Sebastian Schwamm. Habito is promoting it across UK print media and its social feeds, as well as via out-of-home advertising billboards. These feature a QR code to Habito’s website, where the book is free to read. It can also be downloaded for 99p ($1.39) from the Amazon Kindle store, with proceeds going to sexual health charity the Terrence Higgins Trust.
The tie-in feels authentic, given the overlap in the brand’s proposition and demographics. The average age of first-time buyers (Habito’s target customer) in the US is 34 (Experian, 2019) – which is also the prime podcast listening age. In the US, millennials are the most active podcast listeners (43%), followed by Gen Z (37%), Gen X (28%), boomers (16%) and the Silent Generation (those in their 70s and 80s – 16%) (Jacobs Media, 2020).
Habito has form on using sex as a selling point - in 2019, it partnered with Uncommon and Israeli graphic artist Noma Bar on a ‘Mortgage Kama Sutra’, which used illustrations to explain mortgage jargon.
For more on sex and brand land, from redefining sex positivity for youth to foregrounding the female gaze and guidance for older consumers, look out for our Sex Spotlight, publishing on April 6.