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The objective of this piece was to create awareness of UMB's mortgage lending service. The most powerful place to hit the target audience - the home buyer, was of course, in the car with their realtor. 

Those car rides from house to house is where the conversation happens. To literally put the face of the mortgage lender, hanging from the rear view mirror was the perfect opportunity. I mean, a face hanging from a rear view mirror is sure to bring up questions.

This piece was sent to realtors that UMB has relationships with, so they'll have a solution ready when the subject of mortgage lending comes up with their clients.