ABN Amro heeft een hypotheek met toekomst

8 april 2012

Hoe bereik je als bank hoogopgeleide vrouwen van onder de veertig die een hypotheek willen. ABN Amro heeft een truc bedacht: maak de man zonder kinderwens tot ‘loser’.

Het moet gezegd worden: ABN Amro is erin geslaagd me volledig te verassen. Een lief uitziend, goed opgevoed, maar toch niet al te conservatief meisje zit met haar vriend of man op een bankkantoor om over de hypotheek te praten. De hypotheekdeskundige adviseert een zogenaamde hypotheek met toekomst. Die kun je ophogen als er bijvoorbeeld later kinderen komen en er kamers moeten worden bijgebouwd. De bankmevrouw legt het allemaal neutraal uit, maar de jonge man zegt heel gedecideerd dat er geen kinderen in de planning zitten. Het meisje kijkt half verbaasd, half geschokt opzij. Blijkbaar had zij andere plannen.

Schok
Maar zoals altijd krijgt de vrouw haar zin. We zien haar in het volgende shot met een leuk jongetje van een jaar of drie in haar armen. Ze kijkt heel gelukkig en je denkt: heeft ze die gozer van d’r met zijn planning toch netjes omgepraat. Dan komt de schok. Er loopt een man het beeld in en hij komt naast de moeder en het zoontje staan en lacht ook gelukkig. Maar het is helemaal niet de jongen uit de eerste scene. Deze heeft donker haar en een beetje een modieus baardje en die eerste was meer blond. De eerste partner is ingeruild voor iemand die wel een kind wilde met het lieve, blije meisje. Gelukkig was de hypotheek ingericht op allerlei veranderingen. Hoe dat precies in elkaar zit blijft vaag, maar wat blijft hangen is dat de ‘toekomsthypotheek’ heel goed is voor hoog opgeleide vrouwen van tussen de dertig en veertig met een kinderwens. Of ze al een partner hebben maakt niet uit. ABN Amro heeft sowieso begrip voor ze en wil graag helpen met concrete oplossingen.

Begrip
In dit spotje wordt heel slim ingespeeld op de groeiende groep stedelijke, hoger opgeleide vrouwen, die flink verdienen, maar er niet in slagen om een geschikte man aan zich te binden. Hun lot verandert niet door zo’n toekomsthypotheek, maar ze willen overal op voorbereid zijn en ABN Amro zien ze na de spot misschien wel als de meeste geëigende bank om zaken mee te doen.

Hier een voorbeeld van een gehaaide hypotheekreclame van een Obvion en van datingsite Edarling die ook inzet op de single vrouw met kinderwens.

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