Lendi launches first major brand campaign via The General Store
Home loan platform Lendi has launched its first major brand campaign via creative and branding agency, The General Store.
The campaign introduces a new brand platform for Lendi, celebrating the ability of Lendi customers to ‘take control’ of their finances by accessing over 25 lenders in just one online application. The ‘loan it like you own it’ platform encapsulates the lifestyle of characters Murray and Henrietta Stephens who, thanks to Lendi, have mastered their finances to build the home they’ve always dreamed of – with two pools.
The campaign includes a 30-second TVC, introducing the Stephens family and following Murray through his explanation of his journey to take control of his finances, and finally install the two pools he has always dreamed of, all part of the family’s new luxurious lifestyle.
Three 15-second iterations of the TVC feature Murray and Henrietta explaining the benefits of a Lendi home loan.
The campaign was shot by Daniel Reisinger at Infinity Squared and launched nationally on Sunday 13th March with the TVC supported by radio, OLV and digital.
Lendi Group CMO, Zara Cobb, said, “Lendi was founded on the vision to disrupt the home loan industry by using technology to put the customer in control. Today we’re laser focused on scaling that offer. It’s been an absolute pleasure to work with the team at The General Store to realise this vision. It’s a pivotal step in our journey to grow the Lendi brand in the Australian market.”
The General Store CEO and partner, Matt Newell, added:”Lendi customers aren’t buying a home loan, they are buying a home. And we wanted to make sure the campaign celebrated the end benefit for the brand. Lendi is a highly disruptive business, so we needed to find a way of telling the story that was unconventional for the category. It’s been a dream process working with a client team who are so hungry for disruption”.
Credits:
Lendi
Zara Cobb, CMO
Antoinette Tyrrell, Head of Brand
Emer Hogan, Brand and Content Lead
Justine Duffy, Group Manager of Brand and Campaigns
Melissa Irwin, Manager, Media and Partnerships
The General Store (Strategy & Creative)
Matt Newell, Partner + CEO
Madeleine Livesey, Partner + COO
Chris Scott, ECD
Guy Rooke, Creative Director
Laura Popa, Co-Client Service Director
Kiki Jones, Account Director
Henry Richardson, Producer
Andrew Kohn, Strategy Planner
Infinity Squared (Production)
Daniel Reisinger, Director
Erin McBean, Executive Producer
Jo Austin, Producer
Music & Sound Production
Song Zu
Media
Initiative
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