Campaign: Aussie Home Loans Extends ‘Smart to Ask’ Via 303Lowe

Campaign: Aussie Home Loans Extends ‘Smart to Ask’ Via 303Lowe
SHARE
THIS



Home loan company Aussie Home Loans has launched the new stage of its ‘Smart to Ask’ marketing campaign designed to motivate customers to seek a free expert second opinion on their home loan.

Evolving Aussie’s successful ‘Smart to Ask’ brand position, the new campaign aims to inspire and challenge the 50 per cent of Australians who don’t use a mortgage broker and instead go directly to their bank for a home loan. It asks them to consider why they only seek their bank’s opinion when it comes to the biggest financial decision in their lives.

Alex Crompton, Head of Marketing and Digital at Aussie, said “We know that consumers today are more satisfied and have stronger relationships with their main financial institution than ever before. Banks are working harder and harder to provide a high level of customer service, a more diverse range of products, and innovative, cool technology, so it is unsurprising that more and more customers are loyal to their banks when it comes to getting a home loan.

“This meant that our inaugural ‘Smart to Ask’ campaign, which told consumers to come directly to Aussie instead of going to their bank, risked polarising and alienating this large chunk of potential customers. Therefore we have strategically evolved our communications to instead ask them to come to Aussie for a free expert second opinion. It just makes absolute sense to make sure you’ve got the best deal, even if you have already spoken to your bank. You’d be amazed at how much we can save people,” he added.

Created by 303 Lowe, the new campaign sees Aussie founder and executive chairman John Symond back on the small screen with an emotive 30-second TVC, that will be followed up by complementary 15-second spots as the year progresses.

Tony Dunseath, Managing Partner and CSD at 303 Lowe, explained “We often get a second opinion on little things in life like what restaurant we should eat at or where to go on holiday, but why don’t we ask for a second opinion on one of the biggest financial decisions we’ll ever have to make? This campaign is just the beginning of a new push to position Aussie as the essential destination for a second opinion on your home loan.”

“Aussie is a confident and genuine alternative to the banks and will always fight for every consumer to find a better deal. In this campaign we remind customers that it’s smart to ask Aussie for a free expert second opinion because it could be the most valuable second opinion they ever get, and that could make a real difference to their lives and to the lives of their family,” Mr Crompton concluded.

The fully integrated campaign will also be rolled out across online channels with search, banner ad and comparison site advertising, as well as local radio, a multitude of local area marketing campaigns, in-store marketing, local events, PR and social campaigns.

The new campaign launches on Sunday 18 January, with the TV ads set to run nationally across metro, regional and subscription TV networks.

Please login with linkedin to comment

Latest News

Bauer’s Cosmo Named Official Mardi Gras Media Partner
  • Marketing
  • Media

Bauer’s Cosmo Named Official Mardi Gras Media Partner

Bauer Media has announced Cosmopolitan magazine as an official media partner of the 2018 Sydney Gay and Lesbian Mardi Gras. COSMO’s Mardi Gras sponsorship will deliver a month-long celebration of activities in the Parade’s 40th anniversary year. In addition to the event sponsorship, COSMO is producing its second Pride Issue for March, on sale 5th […]

A Guide To Understanding Your Digital Marketer
  • Opinion

A Guide To Understanding Your Digital Marketer

In this guest column, Logie-nominated journalist, Leisa Goddard (main photo), who is also the managing director of media, PR and digital agency, Adoni Media, offers her personal guide to making your way through digital marketing buzzwords and gobbledygook… Do you feel as though your digital marketer speaks to you in a language you don’t understand? In today’s highly-competitive world […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine
Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter
  • Marketing

Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter

Seasoned meat supplier Farm Foods Butchers has rebranded its selection of sausages, burgers, meatballs and ready-to-cook meat products to appeal to the modern Aussie family. The 100 per cent family-owned and operated business based in Breakwater, Victoria worked with Sydney-based branding and packaging design company Tiny Hunter. Together, they created a brand which connects with […]

Animal Logic Shows Off New Website In Collaboration With Protein One
  • Marketing
  • Media

Animal Logic Shows Off New Website In Collaboration With Protein One

Aussie visual FX and feature animation studio Animal Logic has unveiled its new web experience – a reimagined website – in collaboration with Sydney digital agency Protein One. Animal Logic felt it was important to engage a local digital agency to represent its brand online. The company’s online personality was one that required a team […]

Raunchy Marathon Ad Causes Utter Confusion
  • Campaigns

Raunchy Marathon Ad Causes Utter Confusion

B&T likes to award the "dumbest ad of the day" with a 15-inch devon knob. And this would be a processed meats shoe-in.

by B&T Magazine

B&T Magazine
Red Agency Wins Bio-Oil PR Account
  • Marketing

Red Agency Wins Bio-Oil PR Account

Red Agency staff set to challenge for the record for most people to squeeze into a lift after winning Bio-Oil business.