In its first new brand work with RAMS, Saatchi & Saatchi has developed an integrated campaign that shines a spotlight on the seemingly obvious statement “Home Loans are what we do”.
It’s a declaration of the expertise the brand has in the home loan space while reinforcing its position as a first-party lender.
Christian Johansson, Head of Marketing and Digital at RAMS, said, “we wanted to celebrate what really sets RAMS apart – our team of home loan specialists who focus only on providing tailored home loan solutions for customers. This campaign captures this commitment to customers and how we’re here to support them in their home buying journey.”
The campaign sought to evolve the character of Raymond A Ram, both in terms of his confident, attitude-driven, personality traits and his role in the home-buying journey.
Through this unique character, the work celebrates the amazing things that can happen when you focus on one thing.
Saatchi & Saatchi Creative Director, Sam Chappell, said, “RAMS has always been a little quirky. It’s fronted by a ram, afterall. So we wanted to keep some fun in the brand, whilst cementing our point of difference in the home lending category. With Dave Klaiber and the team at Heckler, we feel we’ve created something really unique.”
CREDITS
Client: RAMS
Head of Marketing and Digital: Christian Johansson
Senior Manager, Brand and Social: Danielle Kean
Marketing Manager, Brand and Social: Stephanie Alexander
Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officer: Mike Spirkovski
Creative Director: Sam Chappell
Senior Copywriter: Anton Posa
Senior Art Director: Simon O’Neill
Strategy Director: Peter Pippen
Executive Producer: Rachel Devine
General Manager: Toby Aldred
Group Account Director: Libby Weston-Webb
Account Manager: Jamie Fairfield
Production Company: Heckler
Director: Dave Klaiber
Producer: Susannah Phillips & Amy Jarman
Music composition: Squeak E. Clean Studios
Media Agency: Spark Foundry
