Aussie Home Loans is dropping $25 million on a brand campaign that revives its ‘We’ll save you’ slogan.
Alongside the slogan, which the brand used in ads fronted by founder John Symond from when it launched in the late 90s but hasn't been used for a decade, Aussie is also introducing a corporate positioning designed to “demystify” the role mortgage brokers play in helping people find the right home loan.
The $25m spend includes a relaunched website and a multiplatform marketing campaign that will roll out over the next 18 months. It includes TV ads, a content series, video across Facebook and YouTube, digital ads, in-store marketing and social media activity.The brand is spending more on its digital component than on TV.
The marketing spend follows 18 months’ transformation of Aussie’s products and services, including bringing its customer contact centre in-house, a move to new headquarters, an upgrade of its training programs and technology.
All the marketing has been developed by The Special Group, which was recently appointed as Aussie’s creative agency.
James Symond, Aussie CEO and nephew of the group’s founder John Symond, says: “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.
“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.
“It is designed to show how the collective wisdom and strength of Aussie’s industry leading broker network empowers our brokers to provide the very best customer experience. This will encourage consumers to use an Aussie Mortgage 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.”
Symond adds the slogan has been revived because it “resonates with consumers” and demonstrates that getting professional help navigating the complexity of choosing the right mortgage can help save money and avoid stress.
In 2015, Aussie created a top marketing role and hired Richard Burns to lead the function as it shifted to put more emphasis on customer experience. Burns has led the marketing push. He tells AdNews that while the slogan hasn't been used for 10 years, it is often still the first thing that comes to mind for consumers.
"We're looking forward, but we also took a good look back at our values, embraced that and modernised it. The way we're using 'We'll save you' is subtle, It's more a brand positioning than a campaign tagline. We're not shouting it from the rooftop," he says.
While founder Aussie John Symond doesn't appear in this phase of the camapaign, Burns didn't rule out him appearing in future ads and marketing.
James Symond has lead the transformation and expansion of Aussie since being appointed EO in March 2015. Founder John Symond remains executive chairman. CommBank owns 80% of Aussie, which has more than 200 stores across Australia’s regional and metro areas and employs 1000 mortgage brokers. Twenty five stores were opened in the last year.
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