August 15, 2011
Understanding the home loan process is often an overwhelming and confusing experience, Mortgage Choice is excited to launch a new branding campaign showing borrowers they do not have to make their decisions alone.
Launched via free to air and paid television yesterday, the campaign includes one 30-second and two 15-second commercials featuring 'Claire', the friendly, expert Mortgage Choice broker who readily helps customers make their property finance decisions.
In each scenario, Claire appears as an integral figure in a family's life. The parents are struggling to encourage their older son to move out of home and at the same time are questioning whether it is a good financial decision to purchase a holiday home to provide the escape they need.
Claire's connection to the family is humorously elusive at first. When her role is revealed it prompts the statement 'you might just find you won't want to make a move without them', which strengthens the company's tagline 'Make the right move'.
The new television campaign is part of an integrated mix of branding activities rolling out over coming months across radio, print, outdoor (bus sides) and online (microsites), plus local marketing collateral for the national Mortgage Choice franchise network.
These elements of the branding campaign will pose questions to consumers such as 'Renovate or detonate?', 'Nightmare rental or dream home?', 'Cash flow or capital growth?', triggering borrowers to realise Mortgage Choice can provide answers and help them make the right move.
Mortgage Choice head of marketing Danna Brown said, "Extensive focus group testing of our customers shows borrowers value the relationship that exists with their Mortgage Choice broker. Having experienced great service and advice at no cost to them, they often don't want to make any subsequent property finance decisions without consulting their broker first."
"60% of our new business comes from repeat customers and referrals. We wanted the campaign to bring our 'client for life' philosophy to life by illustrating how committed our brokers are to working with their customers to achieve their short and long-term property goals and aspirations.
"Created by Publicis Mojo Sydney and directed by the multi award-winning Gregor Jordan of Two Hands and Ned Kelly fame, our light-hearted television campaign provides an opportunity to evolve the series long-term.
"As the featured family progresses into different life stages, it will be a great platform to introduce new challenges for our experienced broker, Claire, and possibly new characters. Stay tuned!"
View the first commercial here on YouTube http://www.youtube.com/watch?v=47vdRNh4OmI.
For home loan tips, trends, facts, data and other information, visit Facebook.com/MortgageChoiceor Twitter.com/MortgageChoice. Or, call 13 MORTGAGE.
For further information or to arrange an interview, please contact:
Belinda Williamson
Mortgage Choice
(02) 8907 0 0472 / 0407 416 124
belinda.williamson@mortgagechoice.com.au
