Online home loan provider homeloans.com.au has released a new campaign “Say No Thanks to the Big Banks” with renowned Aussie cricketer Adam Gilchrist (“Gilly”), in collaboration with Magnum & Co and Taska Media.
The campaign aims to expose some of the unfair practices of the major lenders, all in a light-hearted and relatable manner that appeals to both cricket and non-cricket fans.
The campaign was inspired by customer research and focus groups, which found borrowers wanted to know they weren’t getting ripped off by their lender, and the underlying frustration customers felt about the lack of loyalty banks demonstrate when they offer better rates to new customers.
Head of marketing at homeloans.com.au, Tim Boys, said: “Good sportsmanship is in the Australian DNA; it’s something we inherently recognise as an unwritten rule – not just on the sports field, but in everyday life. We’ve tried to capture that spirit with this campaign by calling out unfair big bank practices.
“Gilly has been instrumental in helping us launch our new ‘Fair Go’ brand promise, which guarantees to reward customer loyalty, abolish unfair fees, and continually offer the fairest and most competitive home loan interest rates on the market,”
Carl Moggridge, managing partner at Magnum & Co, said: “We’ve been delighted to work with Gilly, Tim and all the team at homeloans.com.au again.
“In particular, I think we’ve been able to frame the brand’s competitive spirit on the basis of not being a bank. Second, we’ve had to step differently around brand-building media during a long national lock-down. A little bit of enforced resourcefulness has given us a tasty wicket.”
Christian Simon, partner and traditional media lead at Taska Media, said: “Consumption and engagement of media throughout COVID-19 lockdowns has changed, and we had to find channels and mediums that followed audiences and attained strong engagement levels.”
The campaign has been launched across digital radio platforms, digital ads, social media and earned media. The campaign will also be running across Spotify, iHeartRadio premium podcasts, high impact digital display ads, REA and Domain.
The campaign will run until 30 November.
Credits
Creative Agency: Magnum & Co
Client: homeloans.com.au
Head of marketing: Tim Boys,
Brand & design co-ordinator: Claudia Safarian,
Marketing manager, digital: Claudine Cruz-Waite,
Communications Manager: Jenneth Orantia
Media: Taska Media
