Tic:Toc unveils first brand campaign ‘Good old online home loans’ via dentsu mcgarrybowen


Australian technology company and digital lender Tic:Toc has launched its first-ever national brand campaign, ‘Good old online home loans’, marking the start of the fintech building broader awareness for its home loan offering conceptualised and led by dentsu mcgarrybowen, with media agency WaveMaker Global.


The ‘Good old online home loans’ brand campaign is Tic:Toc’s take on how the tech-first lender is taking Australians and the home loans industry back to simpler times through its innovative technology solutions, emphasising fast and low-cost home loans shouldn’t come at the cost of good customer service.

The campaign recreates a vintage 50s-inspired world infused with new technology to highlight how Tic:Toc is the best of how business used to be combined with how it will be tomorrow.

The campaign TVC features a couple inside a mid-century Australian home, shot in the style of an old-sitcom, but with modern-day touches like the use of Virtual Reality (VR), interactive screens and a robot vacuum.

In the TVC, the couple marvel at Tic:Toc’s unique home loan offering that uses tech for home loan admin, and experts for its exceptional service.

Tic:Toc will roll out the campaign via an innovative, targeted digital media plan, across Broadcast Video on Demand including SBS on Demand, 7plus, 9now, 10 Play, Kayo, out-of-home and high impact display advertisements across the country, from 14 November, 2021.

Says Laura Osti, chief marketing officer at Tic:Toc: “This campaign highlights the value Tic:Toc places on exceptional customer service, something most people don’t associate with an online home loan company. Our leading tech means we can automate the admin, and actually spend more time helping customers when it matters. We have an exceptional team of Aus-based customer service heroes that really know their stuff.

“We want to shake up the belief that offering a low cost online home loan experience is anything other than an expectation. Yes, we have low rates and a simple process, but our customers tell us it’s the human element of chatting with a home loan expert combined with those things that sets us apart.

“Good old online home loans is also a nod to the fact that when it comes to digital home loans, we are the O.G and have set the standard. We’ve prioritised building proprietary tech over our brand, so it’s exciting to introduce ourselves to more Australians who don’t yet know about us as a leading home loan provider.

“Our media plan is data-led and digital-first. A benefit of being a tech company is our internal data science and attribution capabilities. Wavemaker get us on that front, and we’ve worked together to create a really innovative approach.”

Says Belinda Murray, managing director of BWM isobar, part of the dentsu mcgarrybowen network: “The opportunity to partner with not only a modern platform company but successful business like Tic:Toc in scale-up mode was a no-brainer for us when we were approached to launch the Tic:Toc brand earlier this year.

“A real stand-out was Tic:Toc’s point of view on valuing service as much as getting a home loan. Sure, Tic:Toc is an online lender that prides itself on world class automation and technology, but we were really surprised by what they did for their customers. This is what spurred the pairing of old-fashioned values with the tech innovation you would expect, and led to our organising idea ‘Good old online home loans’.”

Launched in 2017, Tic:Toc is Australia’s first digital lender disrupting the way Australians apply for home loans through its proprietary lending platform. This AI-driven, frictionless lending process removed the complexities associated with the traditionally lengthy process, letting Australians have their loans approved in as soon as under 58 minutes. Tic:Toc’s solutions are also offered to fellow players in the industry via Tic:Toc Enterprise.

dentsu mcgarrybowen
Managing Director – Belinda Murray
Executive Planning Director – Paul Arena
Executive Creative Director – Dan Saunders
National Creative Director – Tom Denton
Hybrid Creative – Henk Lustig
Senior Integrated Producer – Christina Dess
Senior Account Manager – Lauren Ellis

Production Company – The Producers
Director – Mitch Kennedy
Production Company Producer – Victoria Conners
Post Production – The Post Lounge
Sound – Production Alley
Photographer – Christian Tiger

Wavemaker, part of GroupM
Business Growth Director: Ben Doecke
Marketplace Associate Director: Jordan Hooper

Client Manager: Kellie Patrick
Client Executive: Elyra Jo