Mortgage Choice has launched a new national brand campaign, putting its brokers front and centre in a TV commercial and series of adverts.
Major brokerage Mortgage Choice has released a new consumer campaign showcasing the value its brokers provide Australian borrowers.
The ‘More’ campaign highlights the different ways brokers help Australians with their lending needs, with around 40 Mortgage Choice brokers featured across a suite of TV, radio, digital, and outdoor executions. The campaign will run over spring and summer.
The anchor of the campaign is a national TVC that sees brokers describe what ‘More’ means to them, set against what is said to be the world’s largest LED volume screen.
Among the first brokers featured in the TV campaign are Kelly Carter (Port Macquarie), Deslie Taylor (Ormeau), Arif Mutluel (Caroline Springs), and brothers Lucas and Elijah Barrett (Sandringham), among others.
The campaign is backed by a suite of customisable marketing assets, including social media content, office signage, posters, and local billboards, designed to help brokers drive leads within their own communities.
Speaking to The Adviser about the new campaign, Mortgage Choice CEO Anthony Waldron said it was important for the brokerage to include their own brokers “because that’s the people that the customers are seeing. They’re the real people; they’re the people who bring it to life every single day and they’re the local custodians of the brand. They’re the ones who’ve been working, in many cases, for 20 plus years and bringing that to life,” he said.
“It’s about ‘heroing’ them, because ultimately, they’re the ones who do all the work for the customer and are the personification of the Mortgage Choice brand.
“Our brand positioning is all going to be about ‘more’... It’s about more choice. It’s about more expertise. It’s about more brokers. It’s about more care. It’s about more insights. And it’s about more Aussies choosing you than any other broker.”
Waldron added that, paired with access to realestate.com.au’s audience of more than 12 million property seekers and the brokerage’s panel of more than 35 lenders, it means “more Australians can get more home loan help through a Mortgage Choice broker.”
Speaking of their involvement in the campaign, Mortgage Choice broker Mutluel said: “Creating a marketing campaign of this scale is beyond what I could achieve on my own, especially in terms of reaching such a vast audience.
“I never realised how much went into a production of this nature. The studio was huge, and the sheer volume of people involved in production and behind the scenes, whether it be makeup, wardrobe, cameras, sound, directors, lighting, music was incredible.”
Carter added: “I love the campaign theme because MORE is something that I promote within my business. I’m not in this business to tick the boxes and settle loans. I do it because I can help people create and achieve their dreams. I can help them improve their financial literacy and I can show people that they have more options available.”
The Mortgage Choice campaign marks its second large consumer campaign in several years, following its 2022 “You’re Never a Loan” campaign.
It is the latest consumer campaign promoting broker services, following consumer-facing campaigns launched by Loan Market, the MFAA, and Aussie recently.
[Related: Aussie brokers to feature on House Hunters Australia this Sunday]
