Australian fintech Nano Digital Home Loans has taken a swipe at the traditional finance sector with a campaign depicting Aussies demolishing the “relics of the old world”.
The marketing crusade, to launch its new brand platform ‘Smart Money Move’, is designed to cement the brand as a disruptor in the home loan sector.
The ads, created by Eleven, show people demolishing a desk, old computers and phones and piles of forms.
“When it comes to mortgage lending, people expect the worst. Lengthy process, confusing jargon, hidden fees and old, unreliable technology,” the company said.
“The campaign film reflects the frustration felt by Australians when it comes to traditional lenders, and how choosing the juxtaposed Nano digital home loan – that is paper free, with fast approvals, and no hidden fees – is a smart money move.”
The integrated campaign spans TV, BVOD, social, digital, out of home and radio.
Nano chief executive and co-founder, Andrew Walker, said: “Our new brand platform encompasses our belief that the home loan should benefit the borrower, not the lender.
“We sweated the details on every part of our business and brand to create a truly innovative product and customer experience that flips the system in favour of customers.”
The brand platform was born from what it claimed was the frustration that Australians feel about traditional financial institutions.
“We’re asking Australians, frustrated by the traditional processes who want something better, to make a smart money move and join Nano.” Walker added.
Media: Orange Line
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