CHE Proximity's Aussie Home Loans relaunch without the blah, blah, blah

3 September 2019

Creative Agency: CHE Proximity

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Highlighting typical occasions where laughable wisdom around buying a home is given freely.

CHE Proximity, appointed Aussie Home Loans' agency partner across brand, communications and design, today revealed its first work, 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.

David Smith, Chief Customer Officer at Aussie said: “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 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.

Benn Sutton, Creative Director at CHE Proximity said: “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.

Creative Credits:
Client: Aussie Home Loans
Chief Customer Officer: David Smith
Head of Marketing: Sascha Hunt
Senior Manager, Brand and Acquisition: Hannah Roy
Marketing Specialist: Justine Duffy

Creative: CHE Proximity
CEO: Chris Howatson
CCO: Ant White
ECD: Wesley Hawes
Creative Director: Benn Sutton
Copywriter: Grace O’Brien
Art Director: Jonathan Fox
Head of Design: Darren Cole
Senior Designers: Trent Michael and Reece Lawson
Senior Producers: Honae Macneill, Karine Pawel

Brand Planning Director: Clinton Duncan
Client Partner: Gabrielle McKenzie
Group Account Director: Shane Holmes
Senior Account Manager: Michelle Herfkens
Production Company: Good Oil
Director: Matt Kamen
Producer: Caroline David
Editing: Arc
Sound: Sonar
DOP: Anna Howard
Photographer: Tim Kindler

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