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The Royals launches first work for Athena as brand reminds Australians a mortgage isn’t a life sentence

The Royals has launched its first campaign for Athena home loans since winning the creative account in December.

Aiming to remind Australians that having a mortgage shouldn’t be a life sentence, the campaign’s tagline is “life’s too short for a long home loan”.

Athena’s outdoor campaign

Athena’s campaign aims to take on the big bands and help Australians free themselves from mortgage bondage.

Natalie Dinsdale, chief marketing officer at Athena, said in a statement: “Our proposition is that we will give you a great home loan, then we will help you get rid of it. That’s why we want you to love us and leave us.

“Research has told us that nearly all borrowers (93%) want to pay off their home loans faster, but fewer than 1 in 5 think their lender wants them to succeed.”

The campaign is running across digital, social and outdoor.

Nick Cummins, creative partner at The Royals, said in a statement: “Athena has created a model that is simple, focused on customers, and uses funding and technology in the smartest way – our work sticks to the same principles. ‘Love us and leave us’ is a no-nonsense message that demonstrates Athena’s customer-centric DNA.”

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