Financial services start-up Lodex has announced its arrival in Australia with a suitably disruptive TVC via Cummins&Partners.
Lodex is a new loans and deposits marketplace founded by Michael Phillipou and Bill Kalpouzanis that is set to shake up the way Australians borrow and save money with a responsive site that allows clients to access their credit score via their mobile phones, irrespective of their financial backgrounds, and then let financial service providers compete for their business.
The new TV ad features an urbane, mature gentleman luxuriating in a bath of $50 notes and swilling champagne – an exemplar of the sort of financially established customer who has been able to borrow money unprohibited while those with less comprehensive credit information are unable to get loans.
He’s then joined in the tub by a much younger, knockabout bloke, who raises his own champagne glass in a cheeky cheers to his more senior bathmate as he checks the Lodex website for opportunties. The older chap’s peace has been interrupted in much the same way Lodex looks set to disrupt the loans and deposits industry.
The ad invites people to sign up to Lodex for pre-registration before the business launches in full in August.
Cummins&Partners has recognised the potential of Lodex by putting their money where their mouth is taking equity in Lodex. The agency has been heavily involved from the very start with Lodex, brand strategy and design, as well as the campaign design, go-to-market strategy, including media planning and buying.
The multi-channel marketing strategy will leverage of Lodex’s first-to-market advantage and will initially reach out to Millennials.
The business is running a smart and fun social strategy, an initial registration phase for one month leading to launch late August, SEO and SEM (both organic and paid), education-based PR, an affiliate, influencer and partnerships program and the overtime roll out of a cascading suit of products.