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The non-bank lender has revealed a multimillion-dollar brand campaign in the form of a parody music video called “Real Life”.
The music video, directed by Australian Stuart Bowen, was described as a “tongue-in-cheek parody” of American Jake Owen’s song titled “Real Life”.
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According to Pepper, the campaign has the intentions of “supporting and celebrating the lives of everyday Australians” and will utilise iconic Aussie brands, icons and past-times, including Holden cars and the hills hoist.
The video will reportedly showcase local talent, along with 20 employees from the Pepper office.
The campaign, created in collaboration with creative agency String Theory and Customedia, will launch on Tuesday (25 February) all around Australia.
Mario Rehayem, Pepper Money’s CEO, Australia and New Zealand, said the new campaign comes as a push for the public to recognise Pepper’s “personal approach to borrowers”.
“Pepper Money’s brand has evolved and, after two decades, it is time to showcase the people we represent – real-life Australians.
“We’re proud to be launching tomorrow across a wide range of media our anthemic celebration to Australians facing the highs and lows of real life.”
Pepper Money’s chief customer experience officer, Joanne Thrift, said: “The world keeps changing, and Pepper Money is keeping pace with the breadth of customers we now support.
“Indeed, for many of them the nine-to-five job is a thing of the past. Increasingly, they’re having to adapt to new ways of working, being self-employed, working later in life and working multiple jobs.
“In that context, String Theory sought to create an anthemic celebration of Pepper Money’s customers, in all their wonderful diversity, and to build on Pepper’s 20 successful years to position the brand as meeting the rapidly evolving needs of those Aussie mortgage borrowers,” Ms Thrift said.
“A brand campaign of this type is a first for Pepper Money, and the close relationship we have with our longstanding creative and media partners has allowed us to create such a standout campaign.
“I believe this will set Pepper Money apart from Australian banks and the other non-bank lenders in the market and clearly demonstrates that Pepper Money gets that real life happens,” said Ms Thrift.
[Related: Mortgage Choice partners with Pepper on new white label]
