Home Equity Line of Credit - Unlock the Possibilities Landing Page

Unlock the possibilities Bank of America’s Home Mortgage Loans line of business tasked the agency to design a new web landing page to promote the bank’s home equity line of credit (HELOC) and special introductory rates. Using the core message, “Unlock the possibilities,” the HELOC special rate was highlighted to offer “fast, flexible access to funds” for home improvement, debt consolidation and other financial needs. The landing page used clean, modern design and lively lifestyle imagery, combined with bold and colorful graphic design to present HELOC RTBs in an engaging manner to help acquire new HELOC clients. Interactive elements of the web design enabled prospective clients to select their preferred state to view market-specific post-introductory APR rates and provided a link to the Bank of America Real Estate Center® to estimate their home’s value. The primary call to action linked to an online HELOC application.

From the original award submission.