CommBank celebrates ‘home loans for real life’ in latest advertising campaign via M&C Saatchi
CommBank’s latest advertising campaign developed by M&C Saatchi, champions the power of flexibility as new research reveals 82 per cent of Aussie homeowners are seeking just that from their home loan lender.
According to new data from CommBank, flexible services and features – like the ability to make changes via an app and access to redraw facilities and offset – are what Aussies are looking for when it comes to selecting a home loan product and lender.
When asked what they thought were the most important requirements from a new home loan if interest rates were equal, Australian homeowners ranked redraw facilities (42 per cent), flexible features (41 per cent), quick approval (30 per cent) and access to multiple offset accounts (28 per cent) as the top four most important features.
CommBank boasts some of the most flexible home loan products of any lender, a statement that is highlighted in the bank’s latest integrated advertising campaign.
The campaign, which spans across TV, OOH (out of home), audio, social and display, acknowledges the challenges faced by Australians across different life stages when it comes to managing a mortgage and demonstrates how they can achieve their home ownerships goals with CommBank’s ongoing support and Australia’s most flexible home loan.
The 15 and 30-second TVCs use a mix of photos and video to provide an authentic snapshot into the different life stages Aussies experience in their homes. The authentic visuals are brought to life through an emotive local rendition of Phillip Phillips’ hit song “Home”.
Says Jo Bundy, chief marketing officer, CommBank: “The campaign aims to show home owners that we are here to help, whether that’s offering them a home loan with genuinely flexible features that suits their needs, or providing them support at times when the unexpected happens.
“The campaign reminds our customers that we’re not just here at the beginning, when you purchase your house, but right throughout your home-owning journey: as you make your house your home. We know Australians want to partner with a lender who can truly support them, regardless of what life might throw their way. They want a home loan to suit their real life.”
Sats Richard Donovan, executive creative director, M&C Saatchi: “We’re really proud to celebrate the ups and downs of home ownership in all its glorious imperfection, with work that reflects the different journeys of Australians around the country.”
The next phase of the campaign will include two media partnerships with Nine and ARN. The digital content-led partnership with Nine will focus on navigating the home-ownership landscape as well as delving into some of the nuances of refinancing and investing. This will be followed by a partnership with ARN which will see Amanda Keller and her co-hosts speak about their home ownership journeys.
Commonwealth Bank:
Chief Marketing Officer: Jo Boundy
General Manager, Consumer Marketing: John Arnott
General Manager, Brand: Dianne Everett
Executive Manager, Home Buying, Consumer Marketing: Mariella Villa
Senior Marketing Manager, Home Buying, Consumer Marketing: Alexandra Barr
Executive Manager, Consumer Advertising: Tom Richards
Senior Marketing Manager, Consumer Advertising: Adam Levee
Marketing Manager, Consumer Advertising: Taddie Lines
Marketing Manager, Consumer Advertising: Hayley Widmer
Creative Agency: M&C Saatchi
Managing Partner: Richard Sweetman
Group Account Director: Kyle Abshoff
Senior Account Manager: Timothy Ng
Executive Creative Director: Richard Donovan
Senior Art Director: Gary Marjoram
Senior Copywriter: Scott Walker
Senior Broadcast Producer: Lill Schroeder
Integrated Producer: Giovanna Javelosa
Production Company: Collider
Director: Jack Naylor
Executive Producer: Olivia Hantken
Post Production: ARC EDIT
Sound: MassiveMusic
Media Agency: Essence
Communications Director: Dao Tran
Digital Director: Kirsty Heywood
Communications Manager: Shauna Hughes
Communications Associate: Liam McMahon
Communications Coordinator: Natalie Ilieveska
10 Comments
Lovely piece of film. But don’t banks know no one wants them to be part of their life? They are not genuinely interested in people – just money. People know that and happily deal with banks. We are just sick of this type of ‘we understand you’ stuff. I just want my bank to make it as easy to deal with them as possible and maybe give me a better deal. I’m not bitter or have anything against a bank or M&C. Just hoping that marketing people stop being delusional.
M&C really have perfected the middle-of-the road genre of same-same generic bland advertising, whatever the category. It’s the very opposite of what the founders M and C stood for and produced.
Bitch stole my look.
Obvious that client had a big say in this.
Hate to admit he’s right, but the observations and commentary from Old CD Guy this time are sadly accurate.
CAN canned?
Could be any bank.
stop spending $$$ on all these home loan ads and ease pressure on rising interest rates.
Air BnB template. Plus, made renovating look like a birthday party. How good.
Generic wallpaper.