Just shy of a year on from launch, and with over $500m in applications processed, non-bank lender Bridgit is taking its first ever brand campaign to market.
The campaign doubles as a rebrand campaign after the company was initially known as TechLend, and is rolling out across TV, online and digital.
The campaign also introduces Bridgit to the market through a character aptly named ‘Bridget’ through a hero video from independent creative agency Chello.
Following in the footsteps of countless classic Australian brand campaigns, the campaign focuses on our main character ‘Bridget’ – giving a face to the brand in the eyes of everyday Aussies.
The video follows along with ‘Bridget’ as she goes about her day, hearing praise from her colleagues, co-workers and passers by, or so she thinks…
Bridgit allows Australian homeowners to secure their next home before they have sold, using its proprietary technology to provide real time credit solutions.
Bridgit is filling a significant gap in the lending market at a time when banks are increasingly less able to come to the table and offer short term bridging loan services to both new and existing customers.
“Our rebrand will help us reinvigorate the category and build a brand and business fit for the customer of today,” said Bridgit founder, Aaron Bassin.
“Talking to people like people and showcasing how Bridgit can help Australians progress to the next stage of their lives.
“The campaign is designed to introduce us into the market in an exciting way which we think Aussies will find entertaining and memorable. We loved working with Chello who were able to help us create a character, ‘Bridget’, who acts as our creative vehicle to prove our relevance to customers’ lives. Perhaps ‘Bridget’ could become our very own brand mascot.”
Sydney-based independent creative agency, Chello has previously worked on creative for brands such as Shopify, My Muscle Chef, Volkswagen, Mirvac and the ASX.
Chello strategy director, David Coupland said the campaign presented several exciting challenges, the most obvious of which being introducing a brand to the market.
“Through our research we had found that Bridgit was uniquely placed to define a new category of lending, one that had been designed with the expectations of today’s tech-enabled borrower in mind,” he said.
“What was so exciting about helping TechLend rebrand to Bridgit was helping to create a new tone within the category, and finding a new position for the brand within this emerging, new category of fintech disruptors – one that is fit for the customer of today.
Chello creative director, Jenny Lennon added, “The advert was designed to encapsulate the sense of surprise and delight people have when they first discover and experience Bridgit, highlighting the impact it has on their lives and the opportunity it represents.
“This is showcased in the context of Bridget’s confidence… and then misunderstanding. A perfect way to launch the brand and keep the Bridgit name on everyone’s lips.”
The campaign also saw Bridgit engage media agency Delany Advertising & Media for buying and planning.
Credits:
Bridgit
CEO and Co-founder: Aaron Bassin
Head of Marketing: James Arnold
Marketing Coordinator: Aleisha Smith
Chello Associate Creative Director: Jenny Lennon Senior
Copywriter: Charlie Roberts
Strategy Director: David Coupland
Director: Shea Bennett
Producer: Ceri Jones
Production Assistant: Lauren Barrett
Account Director: Ben Wall
Design Director: Natalie Wong
Senior Designer: Becky Gillis
Junior Motion Designer: Isabelle Coury
Production
Cinematography: Don Buppapirak
Steadicam Op: Max McLachlan
Production Designer: Bianca Chong
Colorist: Nicholas Andrews
Sound Mix: Mighty Sound
Delaney Advertising & Media
Director: Rohan Delany
General Manager: Eloise Buhne
