News
Aussie Launches "Confident" New Brand Position
Australia’s leading non-bank lender, Aussie Home Loans, last night embarked on a major brand repositioning, transforming its entire communications strategy to broaden the appeal of the group’s suite of products and position it for future diversification and growth.
Aussie’s new positioning represents the largest marketing overhaul in the group’s 15 year history.
The new brand positioning aims to create a sustainable and long-term positioning for Aussie and includes changes to the company’s logo and advertising slogan, which will be launched via a national, multimedia advertising campaign including television, radio, print, direct marketing, outdoor and online.
Founder and Managing Director of Aussie, Mr John Symond, said “Over the last 15 years, we have built a well-liked and very successful brand. In that time, the financial services landscape has changed considerably. We’re now taking steps to broaden the brand’s appeal and relevance across a wider audience.”
A new campaign line “That’s Confidence. That’s Aussie” replaces the group’s famous “We’ll Save You” slogan, seeking to increase consumer’s consideration of using Aussie’s products and services and move the brand from being simply a low cost home lender to an established, credible and sophisticated financial services alternative.
Mr Symond said “Australian consumers are now more empowered and optimistic. They no longer need saving, instead they seek the confidence that comes with having your finances sorted. We believe Aussie is uniquely positioned to answer this need.”
Whilst retaining its rich heritage, Aussie’s logo has also been given a more contemporary look, reflecting the new brand positioning.
Aussie’s new advertising agency, Saatchi & Saatchi, has produced seven new 30 and 15 second TV commercials, four radio spots, outdoor and print executions, as well as updated direct mail and sales collateral, promoting the group’s mortgage broking and Aussie MasterCard offers.
The TV spots are themed around the extreme confidence displayed by an assortment of characters in a variety of humorous situations. The campaign uses humour to depict the confidence you feel when your finances are with Aussie.
In separate executions, a swimmer is interviewed and expresses her elation in winning her race - before it starts, while a jogger running past a church asks a bride for a date.
In other executions, a young man becomes over-friendly with his new girlfriend’s father on their first meeting while a husband emphatically answers “yes” when asked by his wife whether her bottom looks too big in a new outfit.
John Symond delivers the new campaign line “Now that’s confidence…that’s Aussie”, reinforcing the benefits of being an Aussie customer.
Chief Executive Officer of Saatchi & Saatchi, Ms Simone Bartley, said “The campaign sets up a platform where Aussie is promoted as a financial services leader, delivering confidence to a new generation of aspiring middle Australians.
“This is one of the most exciting re-branding services undertaken by Saatchi & Saatchi. The challenge has been to totally refresh Aussie’s brand positioning, while maintaining the company’s spirit of hard work, honesty and a ‘fair go’. We are renovating, not rebuilding, this great Australian brand”, she added.
Aussie’s Head of Marketing, Ms Danielle Williams, said “Leveraging much of the equity that has built up in the brand and remains relevant today, the new positioning will enable Aussie to engage in a more effective and compelling conversation with consumers, across our entire product range. The task is to re-express Aussie’s proposition in a way that appeals to a wider audience in a more complex market.
“The evolution of the brand is part of Aussie’s ongoing quest to provide smarter, more practical and relevant financial solutions for our customers, to help them realise a more prosperous future. We are making subtle but important changes across every point of contact with our customers to bring to life and reinforce the new brand and advertising positioning”, she added.
The campaign features confident expressions of Aussie’s core value propositions. The call to action is for consumers to seek the help of Aussie’s expert advisers to find the best home loan deal available in the market or one of Australia’s best value credit cards.
Using its exclusive Mortgage Explorer home loan comparison software, Aussie’s advisers quickly compare and rank hundreds of loans from the major banks, other lenders and Aussie to match those that are most suited to a borrower’s individual requirements – saving consumers many hours of research.
Mr Symond concluded, “It is through the use of our 660 accredited mortgage advisers and support staff, our expanding branch network, Mortgage Explorer software and the Aussie MasterCard, that consumers can feel confident and comfortable that we can deliver some of the best and most sophisticated financial products and services in the Australian market”.
For further information:
Danielle Williams Simone Bartley Tim Allerton
Aussie Home Loans Saatchi & Saatchi City Public Relations
(02) 8297 0708; (02) 82641111 (02) 9267 4511