Australian mortgage broker, Aussie Home Loans, has launched a new brand strategy, with the return of the iconic brand line 'We'll Save You', as well as a new corporate positioning created by newly appointed advertising agency Special Group.
The new campaign includes a re-design of the Aussie website and TV commercials, which position mortgage brokers at the front and centre of the brand and demystifies their role in helping to secure the right loan for customers' individual needs when faced with a large and overwhelming selection of lenders.
The fully integrated multi-platform campaign is Aussie's biggest ever investment in strengthening what is already Australia's strongest mortgage broking brand, with more than $25 million worth of investment committed to the campaign over the next 18 months.
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Aussie will use multiple advertising platforms to deliver its message to
consumers, including TV, digital video on YouTube and Facebook, online
advertising, a broad range of local and store-based marketing, as well
as social media. The brand strategy is expected to roll out across all
areas of the business throughout the 2017 financial year.
The campaign has been built over the last six months by a number
of Aussie and agency teams all collaborating closely with Aussie's media
and technology partners.
Says James Symond, chief executive officer, Aussie: "Nearly 25 years ago John Symond brought a face to a
faceless industry and revolutionised the Australian home loan market.
This new campaign drives forward what he and Aussie's team have built
together, Australia's largest and most successful mortgage broking
brand.
"The advertising shows consumers what happens in thousands of
homes, offices and Aussie stores every month, Aussie brokers working
side-by-side with customers, helping them navigate thousands of home
loan products, each with different features and limitations that could
go unnoticed to an untrained eye.
"It is designed to show how the
collective wisdom and strength of Aussie's industry leading broker
network empowers our brokers to provide the very best customer
experience. This will encourage consumers to use an Aussie Mortgage
Broker to help them find an appropriate home loan for their needs. Just
as every one of our brokers is at the heart of a great customer
experience, they are also at the heart of the new campaign.
"With
more than 50 per cent of home loans in Australia facilitated by
mortgage brokers, we are driving the mortgage broking industry even
further forward with this campaign. We are also very excited to bring
back our famous slogan 'We'll Save You', as it not only resonates with
consumers who are shopping around for a better deal, but those who
understand that being looked after by a professional, local home loan
expert can help them save not just money, but help them avoid stress,
wasted time and uncertainty."
The campaign also
marks a new era for the Aussie as it continues to build its sales
footprint across Australia, now featuring more than 200 stores in
metropolitan and regional areas and over 1,000 mortgage brokers.
Aussie posted record results for the 2015-2016 financial year, with $22 billion worth of loans settled and 25 new stores opened.
Says Symond: "Literally
every part of Aussie has been enhanced over the past 18 months. On top
of these exciting new marketing initiatives we have expanded our product
range, brought our customer contact centre in-house, moved to new
headquarters, upgraded our industry leading training programs and
technology whilst also launching our partnership with charity
OzHarvest."
Creative Agency - Special Group
Creative: Dave Bowman, Matty Burton, Will Miles, Pim Van Nunen, Charlie Gearside, Jack Nunn, Jesse McLallan, Kate Lovegrove, Delia Mennell
Strategy: Dave Hartmann & Anthony Dever
Business: Sam Sheriff, Lynsey Woods & Lindsey Evans
Producers: Celia Nicholas, Paul Johnston & Sharon Gray
Film Production - TVCs
Production Company : Plaza Films
Director : Paul Middleditch
Exec Producer : Peter Masterton
Editor : Dave Whittaker
Post Production : The Editors
Music and Sound : Song Zu
Content
Production Company : Will O'Rourke
Director : Richard Bullock
Producers : Josh Mullens & Phoebe Marks
Editor : Phillip Horn
Music and Sound : Song Zu
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