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Aussie wants consumers to stop getting home loan advice from their dads, in first campaign from CHE Proximity

Aussie has launched its first campaign from its new creative agency CHE Proximity.

The campaign addresses the tradition of people receiving unsolicited and often inaccurate advice about their home loans from anyone and everyone.

The three launch films come from the perspective of a home buyer getting advice from their dad, hair dresser and tailor, instead of the people who actually know about home loans.

The campaign seeks to position the brand as approachable and straight talking, removing the financial jargon used by other institutions and the inaccurate advice given by friends and family.

Each TVC is also targeted at buyers at different stages in life, from first home buyers, people looking to upgrade, and investors and refinancers.

David Smith, Aussie chief customer officer, said in a statement: “When it comes to buying, investing or refinancing a home, it’s hard to know where to start. Who do we go to help navigate this mess? The internet. The banks. Friends and family. Uber drivers. Anyone except someone who knows what they’re talking about. When you come straight to Aussie, you get someone to guide you through the confusion. You get help. Real help from a qualified broker. And you can be sure they know their stuff.

“Aussie have helped more Aussies get into a home than anyone. They’ve seen all the mistakes you can make, and the short cuts. They’re experts at making it easier to finance a property purchase. For this reset moment we wanted to not only show we’re the experts, but we have a new approach – a customer-first approach to renew and amplify our brand, reimagining every step of the communications journey.”

Benn Sutton, CHE Proximity creative director, said: “We wanted to replicate a conversation that so many Australians will recognise, and use comedy to create POV-style short films to show how these familiar characters are guilty of spreading bad home loan advice, in contrast to a qualified Aussie broker who has heard it all before, but is ready to set the record straight and help guide you in the right direction on your home buying journey.”

The campaign will see 15 and six-second versions of the running across social media with GIFs and static images. It will also be executed across OOH, retail, display and online.

In May, the brand brought Sascha Hunt on board as head of marketing. Hunt joined the brand from insurer Allianz.

Credits

Client: Aussie Home Loans
Chief Customer Officer: David Smith
Head of Marketing: Sascha Hunt
Senior Manager, Brand and Acquisition: Hannah Roy
Marketing Specialist: Justine Duffy

Creative: CHE Proximity
CEO: Chris Howatson
CCO: Ant White
ECD: Wesley Hawes
Creative Director: Benn Sutton
Copywriter: Grace O’Brien
Art Director: Jonathan Fox
Head of Design: Darren Cole
Senior Designers: Trent Michael and Reece Lawson
Senior Producers: Honae Macneill, Karine Pawel
Brand Planning Director: Clinton Duncan
Client Partner: Gabrielle McKenzie
Group Account Director: Shane Holmes
Senior Account Manager: Michelle Herfkens

Production Company: Good Oil
Director: Matt Kamen
Producer: Caroline David
Editing: Arc
Sound: Sonar
DOP: Anna Howard
Photographer: Tim Kindler

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