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A new national television advertising campaign is to launch next week championing “local” brokers and financial advisers.
Mortgage Choice is to launch a series of four 30-second television adverts that will run across various channels on Foxtel and YouTube starting next week.
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Developed by creative content agency Now We Collide, the “We’re Locals Too” adverts form part of a multi-platform strategy spanning television, radio, online, outdoor, digital and social media.
Three of the four videos in the series touch on home loans and financial advice, while one focuses more broadly on Mortgage Choice’s message that it is helping consumers make “better choices for a better life”.
Each of the commercials outlines "a day in the life" of Mortgage Choice franchisees from different locations in Australia, highlighting that they are a part of the community and have the capabilities to provide personal and tailored advice at a local level.
Mortgage Choice’s general manager of marketing, Melissa McCarney, commented: “At the core of our brand is the expertise and knowledge of our brokers and financial advisers, local experts who are passionate about helping Australians make better choices with their money so they can afford to live the life they want to live."
She continued: “Our people, combined with our unique way of doing business that ensures we always put the customer’s needs first, are what sets us apart from other players in the market.
“Our experts are more than just an image on a website, or a voice over the phone; they are trusted locals who are a part of the communities they live and work in.”
The advertising campaign is the first television campaign that the company has done in two years, and comes as Mortgage Choice celebrates its 25th year of business.
Speaking to The Adviser, Ms McCarney commented: “People are looking for home loan and finance experts and want to deal with people they can trust. As people trust those in their local areas, we really wanted to highlight that that’s what our brokers and advisers are; they are experts but also part of the local community. They know their community and understand the market that they operate in and can help them make better choices with their home loan or money.”
She added: “People make decisions in two ways, with both sides of their brain: the emotional and the rational.
“We’ve been very rational, historically, and very focused on rational messages. We haven’t done TV advertising in two years, so we wanted to introduce something that connects more emotively with people and really tell the story.
"So we’re telling more than just the story of what a mortgage broker does, but focusing on what is important to Mortgage Choice — why we do what we do and our purpose. And our real purpose is to help people make better decision with their money so they can have a better life.”
