Aussie Home Loans leverages Orbit in refinancing campaign via JCDecaux
Aussie Home Loans and its media agency, IPG Mediabrand’s Initiative, have partnered with JCDecaux for a refocus of its out-of-home (OOH) audience and guide online activity.
The partnership marks a change in Aussie Home Loans’ OOH market strategy, which is usually planned against its store locations.
The partnership with JCDecaux includes the use of the company’s geospatial tool, Orbit, to target Aussie Home Loans’ specific audience segment of mortgage refinancers, digital sites were then selected by analysing the audience’s everyday journeys, and proximity to physical store locations.
The data will subsequently used for targeting audience online. Aussie Home Loans’ performance marketing agency, Matterkind, will also use it to support online performance strategy.
Jo McAlister, Sydney managing director at Initiative said: “We’re thrilled to be partnering with JCDecaux to use their data smarts to evolve the way we plan and buy omnichannel campaigns for Aussie.
“At Initiative innovation is at the core of what we do, and this campaign encompasses exactly that. This is just the start; we’re excited to see how this partnership evolves in the future.”
Antoinette Tyrrell, head of brand at Aussie said: “Currently, the nation is facing one of the most critical times for homeownership when it comes to their mortgage.
“This initiative will continue to evolve our Aussie offering through innovation, showcasing how our experienced ‘Refinaceers’ can help provide the most competitive deal in the housing market for thousands of homeowners.”
The campaign will initially run across selected JCDecaux Digital Large Format sites in Sydney and Melbourne for two weeks, over a three-week campaign period during October.
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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