Aussie is now taking on mortgage brokers not just the banks with the launch of what it hopes will become its leading sub brand, Aussie Mortgage Market, accompanied by a $12m campaign from The Moult Agency. The brand evolution began earlier this year when Aussie Home Loans relaunched as Aussie, coinciding with naming rights of the Aussie Stadium in Sydney, leaving the path clear for brand extensions. ÒThis is certainly the biggest thing since Aussie launched,Ó says Tony Davis, GM marketing at Aussie Group. Mortgage brokers represent 30% Ñ about $30bn Ñ of the residential home loans market and Davis points to forecasts from SSB/Macquarie/Mintel predicting this will grow to 45% by 2004. ÒWe think [Aussie Mortgage Market] will be a major catalyst in further growth and we hope to be the beneficiary.Ó Aussie MD John Symond, who once again stars in the campaign as the trusted face of the company, says: ÒWe plan to establish Aussie Mortgage Market as a dominant player in the broking market within the first year of our operation.Ó The marketing campaign, tagged ÒAll the right loans, under one roofÓ, kicked off on 15 September with a 30-second TVC. Two 15-second TVCs, radio, press, magazine and outdoor add to the mix. The new brand is the result of 18 months of research and Aussie plans further product extensions and new distribution channels, says Davis. ÒChanging the name to Aussie and introducing the sub brand of Aussie Mortgage Market frees us up to introduce other labels and service brands beneath the umbrella of Aussie. ÒWe may well move into a number of areas,Ó he adds, Òsuch as financial and home services-related.Ó The Aussie group now includes Aussie Mortgage Market, Aussie Home Loans, Aussie Home Insurance and Aussie Cards. Andrea Sophocleous
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
