Australia’s largest brokerage has launched a new brand strategy that positions the broker — rather than the group’s founder — as the hero of the mortgage market.
Aussie, has launched a new brand strategy, with the return of the iconic brand line ‘We’ll Save You’, as well as a new corporate positioning.
The new campaign includes a re-design of the Aussie website and TV commercials, which position mortgage brokers at the front and centre of the brand and demystifies their role in helping to secure the right loan for customers’ individual needs when faced with a large and overwhelming selection of lenders.
The fully-integrated multi-platform campaign is Aussie’s biggest ever marketing investment, with more than $25 million committed to the campaign over the next 18 months.
Aussie will use multiple advertising platforms to deliver its message to consumers, including TV, digital video on YouTube and Facebook, online advertising, a broad range of local and store-based marketing, as well as social media. The brand strategy is expected to roll out across all areas of the business throughout the 2017 financial year.
Created in collaboration with Aussie’s newly appointed agency partner Special Group, the campaign has been built over the last six months by a number of Aussie and agency teams all collaborating closely with Aussie’s media and technology partners.
“Nearly 25 years ago John Symond brought a face to a faceless industry and revolutionised the Australian home loan market. This new campaign drives forward what he and Aussie’s team have built together, Australia’s largest and most successful mortgage broking brand,” Aussie CEO James Symond said.
“The advertising shows consumers what happens in thousands of homes, offices and Aussie stores every month, Aussie brokers working side-by-side with customers, helping them navigate thousands of home loan products, each with different features and limitations that could go unnoticed to an untrained eye.”
Mr Symond said the new advertising campaign is designed to show how the collective wisdom and strength of Aussie’s broker network empowers them to provide the very best customer experience.
“This will encourage consumers to use an Aussie broker to help them find an appropriate home loan for their needs. Just as every one of our brokers is at the heart of a great customer experience, they are also at the heart of the new campaign,” he said.
With more than 50 per cent of home loans in Australia facilitated by mortgage brokers, Mr Symond says Aussie is driving the mortgage broking industry even further forward with this campaign.
“We are also very excited to bring back our famous slogan ‘We’ll Save You’, as it not only resonates with consumers who are shopping around for a better deal, but those who understand that being looked after by a professional, local home loan expert can help them save not just money, but help them avoid stress, wasted time and uncertainty.”
The campaign also marks a new era for Aussie as it continues to build its sales footprint across Australia, now featuring more than 200 stores in metropolitan and regional areas and over 1,000 mortgage brokers.
Aussie posted record results for the 2015-2016 financial year, with $22 billion worth of loans settled and 25 new stores opened.
“Literally every part of Aussie has been enhanced over the past 18 months. On top of these exciting new marketing initiatives we have expanded our product range, brought our customer contact centre in-house, moved to new headquarters, upgraded our industry leading training programs and technology whilst also launching our partnership with charity OzHarvest”, concluded Mr Symond.
[Related: Broker settles $22bn, opens 200th store]