Australia’s largest independently-owned mortgage broker, Mortgage Choice is excited about the brand re-launch it is embarking upon over July and August. The refreshed look and feel, based on extensive consumer research and staff workshops, is designed to reflect the company’s brand essence – the key values of empowering borrower decision and providing credible guidance.
At the centre of the campaign is a new tagline ‘Let’s make the right move’, which is aimed at a number of redefined target audiences including potential and existing customers, franchise owners and business affiliates.
The new look will inject a sense of friendliness and liveliness into the personality of the award-winning company and engender a more contemporary feel.
Mortgage Choice senior corporate affairs manager, Kristy Sheppard said the nationwide franchisor’s brand rejuvenation is the result of a lengthy review process and comes at a time when Mortgage Choice is taking a fresh approach in many ways.
“In early 2009 we conducted a strategic marketing review that included a thorough analysis of recent marketing activities as well as consumer focus groups concentrating on brand perception. This was followed by a two-day strategy session attended by Group and State Office staff, franchisees and external consultants. Both convinced us of the need to reinvigorate our brand.”
“The review included the development of detailed key target audience profiles, including first home buyers and up-graders, which will guide the ongoing development of marketing initiatives. We are really keen to get our franchise network more involved in the process so we have set up a National Marketing Committee consisting of franchisee representatives from each state, all of whom are meeting with us regularly to collaborate on marketing strategy and implementation. The new look and feel will also be incorporated across all departments in our corporate offices.
“We are excited about the direction Mortgage Choice is taking. Our brand re-launch is only the first step.”
Managing Director of Red Ark, Mortgage Choice’s creative and online agency, Liz Rowell, said, "We are thrilled to be handling the re-launch, having worked intimately with the business in the digital space over the last two years.”
“This campaign is all about empowering homebuyers and investors; giving them the knowledge and support to make the right choice in what is often the biggest purchasing decision they'll ever make. We’re relishing the opportunity to develop a truly integrated campaign through the media, outdoor, in-store, online and pretty much every touch-point Mortgage Choice has with customers and prospects. The marketing team has invited us into the fold of the organisation – through working with brokers, state managers, field marketing managers and head office - so we have real insight into the business.”
“The way Mortgage Choice went about researching this refresh meant we could develop a campaign that clearly positions and differentiates the company, one that resonates strongly with consumers. We are excited about this new direction.”
The campaign will be launched across a range of marketing materials and mediums such as television, online and radio, flyers, posters and billboards in July and August.
For further information or to arrange an interview, please contact:
Kristy Sheppard
Mortgage Choice
(02) 8907 0502 / 0407 450 860
kristy.sheppard@mortgagechoice.com.au
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