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Society One exposes bank profits in aggressive debut TV campaign

Online lender Society One has taken a leaf out of the John Symonds’ book of marketing, highlighting the profit margins banks are getting on loans compared with the interest they are paying on deposits.

Produced from scratch in just four weeks by DDB, the work is the first to come out of the agency since Society One appointed DDB earlier this year.

The company, which offers personal loans, is using the campaign to challenge the banks on the interest rates they charge, asking if the profits banks are making are really acceptable.

Society One’s head of brand, Silvia Arrigoni, said there was an opportunity to show how much major banks were making on the backs of their customers.

“We’re ecstatic with the final result,” Arrigoni said.

“It typifies everything what we are about: we’re a disruptive force that makes the customers looking for personal finance ask ‘really?’ when it comes to the profits the big banks are making on personal loans.”

The ad echoes sentiments used by Aussie Home Loan founder John Symonds in the 1990s when he urged customers to challenge their banks on the interest rates they were being charged for home loans and then switch to Aussie.

DDB took the campaign from brief to finished production in just four weeks in a bid to capitalise on audiences tuning in to the Olympic Games coverage on Seven.

Credits:

  • Client: Society One
  • Agency: DDB Australia
  • Production Company: The Otto Empire
  • Executive Producer: Jo de Fina
  • Director: Prad Sen
  • Producer: Sophie Woods
  • DOP: Liam Gilmour
  • Grade: Dan Stonehouse at Crayon
  • Offline and Online: Marty Gilchrist at Puffin Post
  • Casting: Fiona Dann
  • Music: Level 2 Music, Karl Richter
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