UK – Mortgage broker Habito has launched an erotic novel in response to the lack of intimacy often experienced by stressed couples during the home-buying process.
The novel, by creative studio Uncommon, tells the story of a couple’s search for a new home and the difficulties of finding a suitable mortgage deal. Through innuendo storytelling and graphic imagery, Habito offers a unique and humorous take on the experience of first-time buying. ‘Finding the sweet spot between sex and mortgages allowed us to make something quite unusual with the incredible crew at Habito… an erotic novel about buying a house,’ says Nina Beyers, creative at Uncommon.
This unconventional marketing approach is informed by Habito’s own research into the sex lives of homebuyers across the UK, finding that one in 10 couples stopped being intimate with each other throughout the mortgage application process.
Brands and consumers are becoming increasingly aware of the mental and physical toll that money can have on overall wellbeing. For more, explore our Financial Wellness microtrend.