Mortgage Choice has launched its 2013 marketing campaign, aimed at the ‘heightened emotions’ experienced by customers dealing with a broker for the first time.
The franchise brokerage's CEO Michael Russel , says the campaign - dubbed ‘Know the feeling’ – brings to life what the organisation has learned over the past 20 years about the emotional dynamics of signing up for a home loan.
“Mortgage Choice understands that there is no emotional benefit in having a home loan but there is emotional relief in knowing you have the right home loan. In this new campaign, we are not playing it safe. We have a strong desire to be Australia’s number one financial services provider. To achieve this, we required a marketing campaign that was going to cut through the financial services marketing space. I feel the team has achieved this with the new campaign.”
Mortgage Choice head of marketing, Danna Brown, says the creative process began in 2012 with a ‘deep dive’ into the brand’s ‘essence’.
“We focused on the core benefits of the Mortgage Choice service proposition and really narrowed down our target audience, their emotional triggers and key motivations. This provided us with the foundation for our creative strategy.”
The campaign, kicked off this week, includes television commercials that are integrated across all mediums including press, radio, online, posters, outdoor, flyers, letter and EDMs.