Starting with a complete brand refresh, including the evolution of its logo, its brand positioning and a new website, finance broker Loan Gallery has also launched a new integrated campaign across outdoor, social, online and TV, created by Magnum Opus Partners.
Loan Gallery is one of Australia’s most successful independent finance brokerages, operating across a wide range of first home buyers, second home buyers, and also in the knock down and rebuild marketplace. The timing of the campaign reflects promising signs that the home building and real estate marketplace will be picking up soon, as the country “opens up”.
Says Steve Matsoukas, founder and CEO, Loan Gallery: “Actually we’ve been as busy as usual during the last few months, because home construction has been one of the essential services least affected by the situation. But we can also see that as we progress out of “lockdown” there is also a great deal of pent up demand from consumers who will need our individual, personalised advice, especially first home buyers who have never applied for a home loan before. So we are boosting our brand awareness – and the fact that we are No 1 in Product Review standings, as voted by real consumers – so that people know where to find us.”
The campaign consists of a cast of animated characters with ‘Lenny’ being the main spokesperson of the brand. A number of executions will be rolled out across different mediums to showcase different messaging, depending on the platform and the target audiences.
Says Mike Allen, executive creative director, Magnum Opus Partners:
“We wanted to create a personality for the brand that was not only entertaining but also a bit more fun in a sector that can be sometimes a little dry, and even off-putting. The characters allow us to do multiple executions across a number of platforms. Loan Gallery can personalise each loan to each individual, looking after their individual needs, and we wanted to try and replicate that helpfulness using these characters.”
Says Matsoukas: “The campaign is absolutely ‘in synch’ with the cheerful, family-like vibe we create at our offices. We are delighted to see this positive campaign roll out across a number of platforms.”
Client: Steve Matsoukas, Loan Gallery
Creative Agency: Magnum Opus Partners
Executive Creative Director: Mike Allen
Creative Director: Pat Langton
Art Direction: Johnathan Akiki
Copywriting: Mike Allen and Pat Langton
Illustrator: Fernando Parra