Mortgage specialists Aussie is hoping to muscle into the territory of the big banks with the media launch of its new car and personal loan service this week.
Spearheaded by an integrated marketing campaign, Stuart Tucker, Aussie’s general manager of marketing said it would also pit itself against “unscrupulous financiers” which have dominated loans in the retail and car sector. He said its aggressive strategy was not a response to the global credit crunch but, designed to expand its middle-market reach.
“At the top end we have our home loans and broking service and at the bottom end for transactional everyday purchases we have the Aussie master card and right in the middle there is a gap for medium-sized purchases that are too big for a home loan but you wouldn’t want to put it on your credit card,” Tucker said.
“There is a real market for these types of loans in Australia with the total car and personal loan market worth about $2.5bn a month. It’s a big category and it’s not that well serviced. It doesn’t get as much attention as the other (lending) categories, yet some of the numbers are quite staggering.”
A marketing campaign has been launched to promote its new services, created by Saatchi & Saatchi, with media planning by Razor and buying by Mediacom and Emitch. The integrated campaign “Pay with Confidence” broke this week on TV, online, print and outdoor.
Saatchi & Saatchi CEO, Simone Bartley said the campaign leveraged the brand’s new “Confidence” positioning.
“We relaunched the brand this year around the whole idea of confidence so this is a great example of if you get the organising idea right around that brand you can do line extensions,” Bartley said.
“It’s a very strong property that is really working well for them.”
