In the wake of the Banking Royal Commission, domestic loan disruptor Athena has released a logo campaign centered around a reminder that a mortgage shouldn’t be an existence sentence.
The marketing campaign has been in the marketplace for one week and has already generated $345 million in the software pipeline.
To help, Dinsdale started Athena did numerous patron research and went via a thorough method to make sure its logo platform, in particular, one of a kind, has client truth and a sturdy factor of view, previous to release.
“A lot of brands cross immediately to sale and execution while not having that brand platform that should govern each consumer touchpoint first,” she informed CMO.
“In mild of the Royal Commission, and the way misleading banks were, we need to make certain transparency is one in every of our core values, be completely prematurely with customers, making sure they are no longer overstretching, and specializing in building buffers into their home loans. We see distinctive approaches to head approximately speaking from advertising and emblem feel, but of the path, we can constantly be compliant.”
‘Life’s too short for an extended home mortgage’ is the message supplied via the new logo marketing campaign, which also demands people to ‘Love us and depart us.’
“We propose that we can give you an outstanding home mortgage, then we can help you get rid of it. That’s why we need you to like us and depart us,” Dinsdale stated. “Research has advised us that nearly all debtors [93 percent] need to pay off their domestic loans faster. But fewer than one in 5 think their lender desires them to prevail.
“Australians are taking ten years longer to repay their home loans than a generation ago, and collectively, they’re paying an anticipated $10 billion greater than they want to every year. Athena’s task is to trade domestic loan lending in each manner so that Australians can attain financial freedom quicker.”
