The Valentine's Day Turn off

Agency: Goodstuff

In researching the hell that is the mortgage process, Habito uncovered the depressing fact that 10% of mortgage hunters sex lives deteriorated with related stress. Rather than sweep this inconvenient truth under the duvet, we were briefed to tackle it head-on. We launched the Mortgage Karma Sutra to help stimulate lagging libidos. But in the face of puritanical objections from some media owners, and to really commit to reigniting love lives, we took the bold step to switch of Habito. Turning off the site, so customers could get turned on. This brave, but risky (and risque) brand behaviour resulted in the most successful day yet for the Habito site and paid back in PR value alone.