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.

CREDITS

Client: Tic:Toc

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