F.Y.I.

Great Southern Bank launches Home Loaner campaign via Keep Left

Great Southern Bank has launched a Home Loaner campaign via PR agency Keep Left.

Great Southern Bank rebranded from CUA in March 2021.

The announcement:

Saving a deposit for your first home is a no small feat and in recognition of this, Great Southern Bank have launched the Home Loaner Campaign to help Aussie first home buyers on the path to home ownership.

Developed by Keep Left, the multifaceted Home Loaner campaign incorporates PR, a digital experience and, when COVID permits, will include a series of physical activations along Australia’s east coast.

Launched as part of Great Southern Bank’s rebrand activity and ‘Happily Clever After’ brand platform, the Home Loaner campaign supports the bank’s mission to help young Aussies buy a home – without sacrificing their entire social life.

Chief Customer Officer, Megan Keleher, said: “With house prices rising, there is a view that young people make sacrifices to their social lives to save for a home loan. This campaign takes a lighthearted approach to the challenge of saving, which focuses on how to jump the deposit hurdle on the journey to homeownership. This gives the audience the tools and a community to help make home ownership a reality.”

Over the next two months, digitally savvy consumers will have the opportunity to take the Great Home Loaner quiz online. The interactive tool uses a series of quirky questions to uncover your personality types when it comes to saving, providing a pathway to financial support that makes achieving a deposit easier.

On the PR front, a consumer survey found that many millennials were sacrificing their entire social lives and more to save for their first-home deposit. The research resulted in targeted media coverage across numerous Tier 1 publications, while broker and business news media covered Great Southern Bank’s new strategy and brand identity.

Keep Left’s Managing Partner, Gillian Gosling, said: “By uncovering the unusual tactics of ‘home loaners’ through this campaign and serving up fun and relatable content, we’ve shown that Great Southern Bank understands the challenges of entering the property market in 2021 and can genuinely support Millennials on their buying journey with tailored advice and financial tools.

“After a major rebranding, it’s exciting to see a whole new audience of first-home buyers learning about what Great Southern Bank can do for them.”

Source: Keep Left media release

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