Aussie launches $25m brand strategy and marketing campaign

by Phil McCarroll05 Sep 2016
Major mortgage broking franchise Aussie Home Loans has gone back to the future as it launches a new brand strategy and marketing campaign.

Launched over the weekend, the franchise has resurrected its iconic “We’ll save you” slogan as it embarks on its biggest ever investment in strengthening its brand.

Aussie will spend in excess of $25m over the next 18 months on the multi-platform campaign, which will include advertising run across TV, online and social media as well as a range of local and store-based marketing.

A major point of the camping will be a re-design of the Aussie website and TV commercials which will position brokers at the front and centre of Aussie’s brand and attempt to demystify how brokers match loans to the needs of their clients.

“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,” Aussie chief executive officer James Symond said.

“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,” Symond said.

While the campaign’s main aim is strengthen the brand of Aussie, Symond believes the return of the iconic slogan will also move the broking industry forward as a whole.

“We are also very excited to bring back our famous slogan ‘We’ll Save You’, as it not only resonates with consumers who are shopping around for a better deal, but those who understand that being looked after by a professional, local home loan expert can help them save not just money, but help them avoid stress, wasted time and uncertainty,” he said.

As the campaign rolls out, Symond said it will cap what has been a significant period of growth for the franchise.

“Literally every part of Aussie has been enhanced over the past 18 months.

“We have expanded our product range, brought our customer contact centre in-house, moved to new headquarters, upgraded our industry leading training programs and technology whilst also launching our partnership with charity OzHarvest.”