Award winning personal lender Jacaranda Finance has launched its first television advertising campaign via Prodigious, since opening its doors eight years ago as the company seeks to amplify its brand as a “fair dinkum” provider.
Amid a congested advertising ecosystem of bunny suits and masked wizards, Jacaranda is banking that its new value proposition “Jac’s got your back” will serve to differentiate the Brisbane headquartered, privately-owned company from big end-of-town banks and payday opportunists and establish its credentials as Australia’s most trusted and responsible small lender.
Jacaranda’s head of growth, Matt Wong said the company had run a small Broadcaster Video on Demand (BVOD) a couple of years ago but had taken the plunge into first television advertising to build momentum but more importantly, differentiation: “Jacaranda services a true gap in the marketplace between the banks and payday lenders. We offer small loans between $1000 and $15,000 in quick time with reasonable rates over fair repayment schedules that won’t leave you high and dry.
“Our online reviews and growing success will tell you that we combine fintech and a ‘fair go’ to deliver happier outcomes for clients.
“We’ve made our television debut because we want more Australians to know if you’re caught short, Jacaranda will help you as a friend in need. Whatever your circumstances, Jac’s got your back.”
Jacaranda’s new campaign has kicked off nationally and features a tradie with a kaput car who turns to ‘Jac’ to get back on the road.
Wong said 6,000 15 and 30 second spots would run for the next three months across the Channel 9 and 7 networks: “We see television advertising as something that will be a permanent part of our marketing strategy, we know that what we know as television will change over time but we will now be a part of it.”
Wong said Publicis Groupe’s Brisbane production agency Prodigious was appointed to produce the campaign under the seasoned helm of Publicis’ creative director Tim Harding: “What we love about the creative was that it really did represent who we are as a unique brand and distinguished us in a crowded marketplace.
“If your bank has said ‘no’ and you need a personal loan there is a genuine lender who is there to help.”
Creative: Tim Harding
Production Company: Prodigious
Managing Director: Robbie Bempascuito
Executive Producer: Tim Pietranski
Director: Olly Sindle
Senior Producer: Karen Hayward
DOP: Mark Broadbent
Editor: Olly Sindle
Colorist: Justin McDonald
Sound Production: Ross Batten – Rosco Audio