“Life’s too short for a long home loan”: that’s the message from Australia’s newest home loan provider, Athena, which has kicked off a national launch campaign via indie agency The Royals.
The new challenger brand is taking on the big banks and inviting Aussies to free themselves from mortgage bondage.
The campaign announces Athena’s arrival as a genuine alternative to the big banks in the $1.7 trillion mortgage market, positioning the newcomer as a home loan wrecker.
Athena CMO Natalie Dinsdale said: “Our proposition is that we will give you a great home loan, then we will help you get rid of it. That’s why we want you to love us and leave us”.
“Research has told us that nearly all borrowers (93 per cent) want to pay off their home loans faster, but fewer than 1 in 5 think their lender wants them to succeed.
“The campaign has been in market for one week and has already generated $345 million in application pipeline”.
Dinsdale added: “Australians are taking 10 years longer to pay off their home loans than a generation ago and collectively, they’re paying an estimated $10 billion more than they need to each year.
“Athena’s mission is to change home loan lending in every way so that Australians can achieve financial freedom faster”.
In a market that is ripe for disruption following the fallout of the Royal Commission, Athena has been on a two-year journey to build a very different home lender on different foundations, focused single-mindedly on homeowners and their needs.
Athena’s innovative digital platform creates customer efficiencies with technology – avoiding the costs of bankers, branches and overheads – so that they can pass on the savings to customers via lower interest rates.
The Royals creative partner Nick Cummins added: “Athena has created a model that is simple, focused on customers, and uses funding and technology in the smartest way – our work sticks to the same principles.
“‘Love us and leave us’ is a no-nonsense message that demonstrates Athena’s customer-centric DNA”.
The first phase of the campaign includes executions across digital, social, out-of-home and PR.
me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]
MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]
New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]
Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]
Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]
ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
Here is EVERYTHING you need to know about contextual advertising bar the curling wand and the hot pink leg warmers.
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]