Behind the Scenes with Jen and Matt

Promoting AHFC to Homebuyers

In March 2012, AHFC introduced Jen and Matt to Alaska as part of its mortgage marketing campaign. This fictional couple embodied the characteristics of young Alaskans — they were fun, active and had recently purchased their first home with the guidance of AHFC’s free HomeChoice™ class.

The characters were created to educate the public on the benefits of engaging with AHFC during the homebuying process. The campaign’s principal objective was to expand the roster of HomeChoice™ attendees with the hopes that increased participation would not only help to educate Alaska homebuyers, but also provide a way for AHFC to talk about the benefits of AHFC-backed loans.

Having Fun and Earning Awards

Throughout the year, Jen and Matt hosted a barbecue, picked a pet, watched football, enjoyed the Olympic games, attended an ugly sweater Christmas party, and even made it to the Super Bowl. They were featured on television, radio, Facebook, and online digital display ads. A highlight for the campaign was when an ad aired on a local television station during the Ravens-49ers Super Bowl game in 2013. Their hard work earned them an Aurora Award from Public Relations Professionals of America, Alaska Chapter. These two quirky animated characters successfully promoted AHFC’s HomeChoice ™ to first-time homebuyers and attracted 1,942 class participants, the highest number in the past 10 years.