Bridgit launches first brand campaign via Chello
Non-bank lender Bridgit has launched its first brand campaign via independent creative agency Chello.
The integrated campaign doubles as a rebrand campaign for the company, which was previously known as TechLend.
Rolling out across TV, online and digital, the campaign will introduce Bridgit to the market as a lender offering short term bridging loan services to customers, allowing homeowners to secure their next home before they have sold.
The 30 second hero spot features a character aptly named Bridgit, the face of the brand. The video follows Bridigit as she goes about her day in the offices, becoming increasingly excited as she overhears what she thinks is her colleagues singing her praises, with exclamations, of ‘I don’t know what I’d do without Bridgit’, ‘Bridgit is the best!’. Bridget realises her mistake when she hears a colleague gasp ‘Bridgit helped me buy my house!’, to which the voice over explains, ‘it’s not you Bridgit, it’s us!’.
Bridgit founder Aaron Bassin said: “Our rebrand will help us reinvigorate the category and build a brand and business fit for the customer of today. Talking to people like people and showcasing how Bridgit can help Australians progress to the next stage of their lives. The campaign is designed to introduce us into the market in an exciting way which we think Aussies will find entertaining and memorable. We loved working with Chello who were able to help us create a character, ‘Bridget’, who acts as our creative vehicle to prove our relevance to customers’ lives. Perhaps ‘Bridget’ could become our very own brand mascot.”
Sydney-based independent creative agency Chello has previously worked on creative for brands such as Shopify, My Muscle Chef, Volkswagen, Mirvac and the ASX.
Chello strategy director David Coupland said the campaign presented several exciting challenges, the most obvious of which being introducing a brand to the market. “Through our research we had found that Bridgit was uniquely placed to define a new category of lending, one that had been designed with the expectations of today’s tech-enabled borrower in mind.
“What was so exciting about helping TechLend rebrand to Bridgit was helping to create a new tone within the category, and finding a new position for the brand within this emerging, new category of fintech disruptors – one that is fit for the customer of today.
Chello creative director Jenny Lennon added: “The advert was designed to encapsulate the sense of surprise and delight people have when they first discover and experience Bridgit, highlighting the impact it has on their lives and the opportunity it represents. This is showcased in the context of Bridget’s confidence… and then misunderstanding. A perfect way to launch the brand and keep the Bridgit name on everyone’s lips.”
Credits:
Bridgit
CEO and Co-founder: Aaron Bassin
Head of Marketing: James Arnold
Marketing Coordinator: Aleisha Smith
Chello
Associate Creative Director: Jenny Lennon
Senior Copywriter: Charlie Roberts
Strategy Director: David Coupland
Director: Shea Bennett
Producer: Ceri Jones
Production Assistant: Lauren Barrett
Account Director: Ben Wall
Design Director: Natalie Wong
Senior Designer: Becky Gillis
Junior Motion Designer: Isabelle Coury
Production
Cinematography: Don Buppapirak
Steadicam Op: Max McLachlan
Production Designer: Bianca Chong
Colorist: Nicholas Andrews
Sound Mix: Mighty Sound
Delaney Advertising & Media
Director: Rohan Delany
General Manager: Eloise Buhne
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