New Aussie brand campaign puts consumers in "A Better Place"

Friday 19th June, 2009

Market leading non-bank financial services company Aussie is launching an exciting new advertising campaign, supported by the slogan “Put yourself in a better place”.

The reinvention of the Aussie brand is part of a multi-million dollar advertising campaign which takes in TV, digital and outdoor. It follows on from the recent acquisition of Wizard Home Loans by Aussie which has resulted in the opening of 130 Aussie stores nationally.

Aussie’s General Manager Marketing, Mr Stuart Tucker, said the re-brand was timely as Australians look for security, choice and prosperity from its financial services providers.

“We’re excited about the re-brand and the slogan “Put yourself in a better place” mirrors our customer’s aspirations and our growth strategy,” he said.

“Whether that “better place” is something like a new house, a car, a holiday or something more intangible like financial security, we believe Australians will embrace it.”

Mr Tucker said the campaign also reinforced the proposal Aussie is more than just a home loan lender, now offering a suite of financial service products including mortgage broking, credit cards, car and personal loans as well as insurance.

“Aussie is one of the country’s most recognisable and trusted brands and as we continue to grow we are constantly looking for ways to engage with our customers,” he said.

In an Australian first, part of the campaign includes a unique buy-in with Australia’s favourite drama Packed to the Rafters, on Seven. Starting on June 30 over nine weeks, Aussie will incorporate its own advertising as well a series of ads featuring one of the program’s stars – Jessica McNamee.

“For Aussie, the decision to partner with this top-rating series was easy,” he said. “The popularity of the show is a reflection on the family it portrays, and they are just like our customers – the average hardworking and aspirational Australians just looking to put their families in a better place.”

The creative was handled by Lowe which won the Aussie account after a pitch which concluded in February this year.

"What Lowe and Aussie set out to do with this campaign, was evolve a modern icon,” commented Judi Lewis, Managing Director, Lowe Sydney. “Aussie is a famous Australian brand which has effectively established itself as a consumer champion.

She said: “It was seen by the broader Australian demographic as a brand for someone else and simply a home loan provider.

“We needed to get people to totally re-think their perspective on Aussie and take another look,” she said. “This meant talking with them in a completely different way and creating awareness that Aussie now in fact offers a broad range of financial services."

The brand campaign coincides with the launch of new Aussie Life Insurance, which is in turn supported by commercials fronted by Aussie’s founder and chairman Mr John Symond - the first time in almost three years he has appeared in an Aussie ad.

“Just as he took on the banks with housing and personal loans, led the market with low rate credit cards, Aussie John has vowed to shake-up the insurance industry,” Mr Tucker said.

“Over the last 17 years, John has built an unassailable reputation with the Australian public as a consumer champion and we are capitalising on that.”

For further information, please call:
Brooke Stoddart
Aussie Home Loans
0438 677 588

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