Just two months after unveiling the world’s first instant home loan, Tic:Toc has launched a bold advertising campaign developed by Sydney creative agency The Twelfth Window.
The campaign, titled ‘Beware of imposters’, uses images of famous impersonators to poke fun at the lookalike online home loan application platforms which, unlike Tic:Toc, do not deliver on the promise of instant approval.
Graham Johnson, creative director and joint founder of The Twelfth Window, said the campaign was just the right amount of irreverent.
“Our ‘Beware of imposters’ campaign is a tongue-in-cheek way of highlighting there is only one platform that can deliver real-time home loan approval online: Tic:Toc,” he said.
“The rest are mere impersonators parading in Elvis’ clothing.”
A media partnership with MEC Adelaide, led by Phil Mumford, has helped this fintech startup create maximum media impact beyond its nimble investment.
“A 29 by 10 metre-wide digital billboard of an Elvis impersonator in the centre of Melbourne’s CBD sends a pretty strong message about authentic vs counterfeit,” Mumford said.
“The exciting thing about working with Tic:Toc is we’re helping to build a new market category. They’re not a lender, they’re not a broker – Tic:Toc is an instant home loan, in a space of their own.”
The ‘Beware of imposters’ campaign is implemented via digital display and digital outdoor, in conjunction with social media, online video and search over September.
Chief marketing officer: Andy Rice
Manager of marketing and communications: Katherine Paphitis
Creative agency: The Twelfth Window
Creative directors: Graham Johnson and Oliver Devaris
Group account director: Ruth Holt
Media agency: MEC
Client director: Phil Mumford
Senior digital client manager: Ben Doecke
Client manager: Kim Nguyen