The campaign includes four TVCs, press, radio, online, posters, outdoor, flyers, EDMs and internal communications.
"There is a huge emotional benefit in knowing you have the right mortgage for you, and our brand idea really brings this to life in a compelling manner, that we believe will be breakthrough in the category," said Iain Good, Shift’s managing director.
“Our new marketing campaign brings to life what we have learned from our customers over the past 20 years,” said Michael Russell, Mortgage Choice CEO. “Mortgage Choice understands that there is no emotional benefit in having a home loan, but there is emotional relief in knowing you have the right home loan.”
Aiming to become Australia’s number one financial services provider, Russell said the company wanted a marketing campaign that was going to cut through the financial services marketing space.
“The creative process began in 2012 with a deep dive into our brand essence,” said Danna Brown, Mortgage Choice's head of marketing. “We focussed on the core benefits of the Mortgage Choice service proposition and really narrowed down our target audience, their emotional triggers and key motivations. This provided us with the foundation for our creative strategy.”
CREDITS
Executive creative director Raj Rabindranath
Creative director Dales Rhodes
Director Tina Bull
Producer Tim Berriman
Agency producer Pip MacKenzie
Senior business director Julianne Artup