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The non-major bank has launched a new advertising campaign that references broker partners, its first such campaign to promote a non-proprietary mortgage distribution channel.
ME Bank has launched a new national advertising campaign that highlights the ability of customers to utilise mortgage brokers to secure a home loan.
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The recently launched ZooME national advertising campaign comprises of one 15-second and one 30-second adverts that are running on television nationally in all capital cities as well as key regional hubs in NSW, Victoria, Queensland and Tasmania between 17 May and 20 June 2020.
The ads will also appear on digital channels, including BVOD (Broadcast Video On Demand), Online Video and YouTube.
The 30-second advert, which features the bank’s signature singing ME emblem, states: “More home loan brokers with more ways to help you. Giving you even more reasons to smile, wherever you are”, before culminating in the logos of 16 of ME’s key broker partners.
The shorter advert tells viewers: “Even remotely, our home loan specialists can Zoom into your home to help you save on your next loans.”
Both adverts also encourage viewers to “talk to ME or your broker today”.
The campaign marks the first time ME has referenced a non-proprietary mortgage distribution channel in an advertising campaign.
Speaking to The Adviser about the national campaign, ME’s head of broker distribution, Mathew Patterson, commented: “This unique campaign, a first for ME, recognises and celebrates our crucially important broker relationships by encouraging our customers to call their broker direct.”
Stating that “the broker market is incredibly important to ME” and brokers currently write approximately 70 per cent of new mortgage sales, Mr Patterson added: “ME could not fully realise its core purpose of helping Australians get ahead through home ownership without the help of our brokers.
“Brokers are essential for strong competition in banking... Brokers have allowed ME to compete with larger banks and, importantly, have provided the ability for ME to connect with those customers who would prefer to engage directly with a broker rather than a bank.”
The bank’s head of broker concluded: “Our BDM team prides itself on taking the time to get to know its brokers and how they operate. This ultimately makes for a better broker experience and, more importantly, provides better customer outcomes.”
He added: “Personally, I’m pleased that, through this campaign, ME can support brokers by highlighting the service they provide and that they are still open for business.”
[Related: Bank backs down on redraw policy]
