Skip the Blah Blah Blah: Aussie Relaunches Iconic Brand
Following the appointment of CHE Proximity as Aussie’s agency partner across brand, communications and design earlier in the year, the first work for Aussie lands today, relaunching the banner brand.
Providing a reset and refresh moment, the fully integrated campaign rolls out nationally from today, taking a fresh approach to a category where financial blah blah blah is everywhere causing consumer confusion and complication.
Reclaiming Aussie as the go-to for buying, owning or investing in property, the campaign sees the 27-year old brand redefining its next era of comms as the modern, approachable and straight-talking brand Australia needs.
Says David Smith, chief customer officer, Aussie: “When it comes to buying, investing or refinancing a home, it’s hard to know where to start. Who do we go to help navigate this mess? The internet. The banks. Friends and family. Uber drivers. Anyone except someone who knows what they’re talking about. When you come straight to Aussie, you get someone to guide you through the confusion. You get help. Real help from a qualified broker. And you can be sure they know their stuff.
“Aussie have helped more Aussies get into a home than anyone. They’ve seen all the mistakes you can make, and the short cuts. They’re experts at making it easier to finance a property purchase. For this reset moment we wanted to not only show we’re the experts, but we have a new approach – a customer first approach to renew and amplify our brand, reimagining every step of the communications journey.”
Trust in the category is at an all-time low, with 25% of Australians displaying zero trust towards their bank and the increasing difficulty in purchasing real estate. Statistics show that it takes up to 9.5 years to save a deposit in major capital cities.
The campaign launches with three 30” hero films which highlight typical occasions where laughable ‘wisdom’ around buying a home is given freely. Showing everyone from your old school Dad to your hairdresser and even your tailor wants to weigh in.
Says Benn Sutton, creative director, CHE Proximity: “We wanted to replicate a conversation that so many Australians will recognise, and use comedy to create POV style short films to show how these familiar characters are guilty of spreading bad home loan advice, in contrast to a qualified Aussie broker who has heard it all before, but is ready to set the record straight and help guide you in the right direction on your home buying journey.”
The campaign is aimed at buyers at all stages in the market from first time buyers, people looking to upgrade, investors or people look to refinance to free up some equity.
Alongside the hero films; First Home Buyer, Refinancer and Investor, the integrated campaign will see 15” and 6” social cuts downs, and GIFs and static which will run alongside OOH, retail, display, online. Other elements include a strategic media partnership and earned campaign.
Director: Matt Kamen
Edit: ARC EDIT
Producer: Caroline David
Production Company: Goodoil Films
Art Director: Jonathan Fox
Brand Director: Clinton Duncan (Brand Planning Director)
Chief Creative Officer: Ant White
Chief Executive Officer: Chris Howatson
Client Partner: Gabrielle McKenzie
Copywriter: Grace O’Brien
Creative Agency: CHE Proximity
Creative Director: Benn Sutton
Executive Creative Director: Wesley Hawes
Group Account Directors: Shane Holmes
Head of Design: Darren Cole
Senior Account Manager: Michelle Herfkens
Senior Designer: Trent Michael, Reece Lawson
Senior Producer: Honae Macneill, Karine Pawel
Category: Finance , Lending
Genre: Dialogue , Storytelling