"We know Australians want to partner with a lender who can truly support them."
CommBank has teamed with creative agency M&C Saatchi in an advertising campaign that champions the power of flexibility as new research reveals 82% of Aussie homeowners are seeking just that from their home loan lender.
According to new data from CommBank, flexible services and features – like the ability to make changes via an app and access to redraw facilities and offset – are what Aussies are looking for when it comes to selecting a home loan product and lender.
When asked what they thought were the most important requirements from a new home loan if interest rates were equal,
Australian homeowners ranked redraw facilities (42%) , flexible features (41%), quick approval (30%) and access to multiple offset accounts (28%) as the top four most important features.
The campaign, which spans across TV, OOH (out of home), audio, social and display, acknowledges the challenges faced by Australians across different life stages when it comes to managing a mortgage and demonstrates how they can achieve their home ownerships goals with CommBank’s ongoing support and Australia’s most flexible home loan.
The 15 and 30-second TVCs use a mix of photos and video to provide an authentic snapshot into the different life stages Aussies experience in their homes. The authentic visuals are brought to life through an emotive local rendition of Phillip Phillips’ hit song 'Home'.
CommBank’s chief marketing officer, Jo Boundy, said: “The campaign aims to show home owners that we are here to help, whether that’s offering them a home loan with genuinely flexible features that suits their needs, or providing them support at times when the unexpected happens.
“The campaign reminds our customers that we’re not just here at the beginning, when you purchase your house, but right throughout your home-owning journey: as you make your house your home. We know Australians want to partner with a lender who can truly support them, regardless of what life might throw their way. They want a home loan to suit their real life.”
M&C Saatchi’s executive creative director, Richard Donovan said: “We're really proud to celebrate the ups and downs of home ownership in all its glorious imperfection, with work that reflects the different journeys of Australians around the country.”
The next phase of the campaign will include two media partnerships with Nine and ARN. The digital content-led partnership with Nine will focus on navigating the home-ownership landscape as well as delving into some of the nuances of refinancing and investing. This will be followed by a partnership with ARN which will see Amanda Keller and her co-hosts speak about their home ownership journeys.
Credits:
Commonwealth Bank:
Chief Marketing Officer: Jo Boundy
General Manager, Consumer Marketing: John Arnott
General Manager, Brand: Dianne Everett
Executive Manager, Home Buying, Consumer Marketing: Mariella Villa
Senior Marketing Manager, Home Buying, Consumer Marketing: Alexandra Barr
Executive Manager, Consumer Advertising: Tom Richards
Senior Marketing Manager, Consumer Advertising: Adam Levee
Marketing Manager, Consumer Advertising: Taddie Lines
Marketing Manager, Consumer Advertising: Hayley Widmer
Creative Agency: M&C Saatchi
Richard Sweetman- Managing Partner
Kyle Abshoff- Group Account Director
Timothy Ng- Senior Account Manager
Richard Donovan- Executive Creative Director
Gary Marjoram- Senior Art Director
Scott Walker- Senior Copywriter
Lill Schroeder- Senior Broadcast Producer
Giovanna Javelosa- Integrated Producer
Production Company: Collider
Director: Jack Naylor
Executive Producer: Olivia Hantken
Post Production: Arc Edit
Sound: Song Zu
