Marketplace lender SocietyOne shows its point of difference from the big banks in its first national TV spot.
The campaign, by DDB Australia, aims to highlight the large profit margins the big banks make on personal loans compared to the low savings rates that are offered to consumers. By comparison, the ad shows that consumers do have a choice when it comes to their finances and can take a better deal with the market disruptor.
The ad was produced in just four weeks in order to run across the two-week period of Seven's Rio Olympics coverage. It launched in prime slots across the five key metro markets on the second day of the live games coverage.
DDB Group Australia head of growth and innovation Leif Stromnes says the near-record time of production was a "challenge".
“This was an extremely tight schedule but having come on board as SocietyOne’s new agency just a few weeks ago and when offered the opportunity to air the company’s first ever national TV campaign at the start of Seven’s Rio Games coverage we were certainly up for the challenge,” Stromnes says.
The ad also ran on the fourth anniversary of SocietyOne's launch in the marketplace.
SocietyOne head of brand and marketing Silvia Arrigoni says: “We’re ecstatic with final result. It typifies everything what we are about: we’re a disruptive force that makes the customers looking for personal finance ask ‘really?’ when it comes to the profits the big banks are making on personal loans.
“The ad shows exactly what we want to achieve, and that’s to show the everyday Australian that alternative financing options are out there which also offer a better deal.”
Agency: DDB Australia
Production Company: The Otto Empire
Executive Producer: Jo de Fina
Director: Prad Sen
Producer: Sophie Woods
DOP: Liam Gilmour
Grade: Dan Stonehouse at Crayon
Offline and Online: Marty Gilchrist at Puffin Post Casting: Fiona Dann Music: Level 2 Music, Karl Richter