Fannie Mae Hits Home

GSD&M next month extends its successful campaign for the Fannie Mae Foundation with the first of six new TV ads and a redoubled effort to reach potential African American home buyers.
Fannie Mae Foundation (FMF) chairman James Johnson this week announced a partnership with Black Entertainment Television, part of an effort to reach 90 percent of all African American adults more than 20 times with Fannie Mae ads in 1998.
John Buckley, Fannie Mae’s senior vice president of communications, declined to disclose budget figures, but sources said overall spending will reach $30 million in 1998, up from less than $10 million in 1993.
Leading the new campaign is a 30-second spot breaking on BET April 3. The commercial shows a young couple in a hospital room dreaming of a new home in which to raise their newborn child. The ad will also air on targeted programming on UPN, ABC, CBS, Fox and NBC.
Five other ads aimed at various segmented audiences break later. All of the spots end with an offer for a free home buyer information kit.
FMF works with nonprofits to promote home ownership. It is a private foundation affiliated with the Fannie Mae corporation, the nation’s largest supplier of funds to mortgage lenders. Both entities are based in Washington, D.C.
Since GSD&M of Austin, Texas, began the educational campaign in 1993, more than 4.6 million consumers have requested information. The agency expects that figure to jump to 5 million by July–more than two years ahead of the client’s initial goal.