Online home loan platform Lendi launches first major brand campaign via The General Store
Online home loan platform Lendi has launched its first major brand campaign in partnership with creative and branding agency, The General Store.
The new platform celebrates the ability for Lendi customers to take control of their finances by accessing over 25 lenders, with only one online application. The campaign platform, ‘loan it like you own it’, introduces characters Murray and Henrietta Stephens who have mastered their finances to create their dream lifestyle.
Says Zara Cobb, CMO, Lendi Group (parent company of Lendi): “Lendi was founded on the vision to disrupt the home loan industry by using technology to put the customer in control. Today we’re laser focused on scaling that offer. It’s been an absolute pleasure to work with the team at The General Store to realise this vision. It’s a pivotal step in our journey to grow the Lendi brand in the Australian market.”
Says Matt Newell, partner and CEO at The General Store: ”Lendi customers aren’t buying a home loan, they are buying a home. And we wanted to make sure the campaign celebrated the end benefit for the brand. Lendi is a highly disruptive business, so we needed to find a way of telling the story that was unconventional for the category. It’s been a dream process working with a client team who are so hungry for disruption”.
The campaign was shot by Daniel Reisinger at Infinity Squared and launched nationally on Sunday 13th March across TVC, Radio, OLV and Digital.
Lendi
Zara Cobb, CMO
Antoinette Tyrrell, Head of Brand
Emer Hogan, Brand and Content Lead
Justine Duffy, Group Manager of Brand and Campaigns
Melissa Irwin, Manager, Media and Partnerships
The General Store (Strategy & Creative)
Matt Newell, Partner + CEO
Madeleine Livesey, Partner + COO
Chris Scott, ECD
Guy Rooke, Creative Director
Laura Popa, Co-Client Service Director
Kiki Jones, Account Director
Henry Richardson, Producer
Andrew Kohn, Strategy Planner
Infinity Squared (Production)
Daniel Reisinger, Director
Erin McBean, Executive Producer
Jo Austin, Producer
Music & Sound Production
Song Zu
Casting Director: Stevie Ray
Media
Initiative
10 Comments
Going into a slew of rate raises, this doesn’t feel like it understands what’s going on in the real world.
It’s an Adlam Ad Land. We’re just living in it.
Not sure this is the right message. Re-finance to waste it on doggy treadmills and excess pools? How is that taking control? Bad advice. Who signed off this strategy…
War / rate hikes / global supply chain issues = get a doggy treadmill.
Not for me; could’ve learnt some strategic wisdom from the long history of successes in this sector; lacks salience, lacks focus, regurgitates the supposedly cool dudette/dude trope that is oh so prosaic and utterly 101 these days ffs; and is far removed from the day to day reality of rate rises and the human truth about the target… they ARE buying a home loan and the home looks fanciful regardless… there is sweet FA benefit coming through… ie, too general and not much in store. Would like to see the unadulterated results.
Easily the best work The General Store has posted so far. Head and shoulders better than their other work.
Shame that a brand without much presence before now, who could have broken new ground with something genuinely progressive and fresh, have landed themselves firmly in Aussie dadvertising land – also how tone deaf can a brand be to everything that’s going on around it in the world?!
Love us and leave us
Well that’s the worst jumble of borrowed strategy, jumbled appeals, and amateur PR releases we’ve seen for a while isn’t it. I’d explain but I’m sure nobody with a pulse would need it.
Household debt has hit a record high, housing affordability has hit a record low, and here we have Murray Two Pools and Lazy Susan lolling about their excesses. Way to go Lendi.
Quite apart from the litany of failures catalogued on here by others, why do agencies insist on casting a protagonist we’ve seen in countless other ads, so we immediately think, “Oh, it’s THAT guy again?