CommBank Celebrates ‘Real Life Home Loans’ in Latest Ad Campaign via M&C Saatchi – Campaign Briefing


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CommBank’s latest advertising campaign, developed by M&C Saatchi, champions the power of flexibility as new research reveals that 82% of Australian homeowners want exactly that from their home lender.

According to new data from CommBank, flexible services and features – like the ability to make changes via an app and access to redrawing and clearing facilities – are what Australians are looking for when it comes to select a home loan product and lender.

When asked what they thought would be the most important requirements for a new home loan if interest rates were equal, Australian homeowners ranked ease of withdrawal (42%), flexible features ( 41%), quick approval (30%) and access to multiple clearing accounts (28%) as the four most important features.

CommBank offers some of the most flexible home loan products of any lender, a statement which is highlighted in the bank’s latest integrated advertising campaign.

The campaign, which spans TV, OOH (outdoor), audio, social media and display, recognizes the challenges Australians face at different stages of life when is about managing a mortgage and shows how they can achieve their homeownership goals with CommBank. ongoing support and Australia’s most flexible home loan.
The 15- and 30-second TVCs use a mix of photos and video to provide an authentic snapshot of the different stages of life experienced by Australians back home. Authentic visuals come to life with a moving local rendition of Phillip Phillips’ hit song “Home.”

“The campaign aims to show homeowners that we’re here to help, whether it’s offering them a home loan with truly flexible features that meet their or provide them with support when the unexpected happens.

“The campaign reminds our customers that we’re not just there at the start, when you buy your home, but throughout your homeownership journey: when you make your home your home. We know Australians want to partner with a lender who can truly support them no matter what life throws at them. They want a mortgage adapted to their real life.

Sats Richard Donovan, Executive Creative Director, M&C Saatchi: “We are truly proud to celebrate the ups and downs of home ownership in all its glorious imperfection, with work that reflects the diverse journeys of Australians across the country.

The next phase of the campaign will include two media partnerships with Nine and ARN. The digital content-focused partnership with Nine will focus on navigating the homeownership landscape as well as exploring some of the nuances of refinancing and investing. This will be followed by a partnership with ARN which will see Amanda Keller and her co-hosts talk about their homeownership journeys.

Commonwealth Bank:
Marketing Director: Jo Boundy
General Manager, Consumer Marketing: John Arnott
General Manager, Brand: Dianne Everett
Executive Director, Home Buying, Consumer Marketing: Mariella Villa
Senior Marketing Manager, Home Buying, Consumer Marketing: Alexandra Barr
Executive Director, Consumer Advertising: Tom Richards
Senior Marketing Manager, Consumer Advertising: Adam Levee
Marketing Director, Consumer Advertising: Taddie Lines
Marketing Manager, Consumer Advertising: Hayley Widmer

Creative agency: M&C Saatchi
Managing Partner: Richard Sweetman
Group Account Manager: Kyle Abshoff
Lead Account Manager: Timothy Ng
Executive Creative Director: Richard Donovan
Lead Art Director: Gary Marjoram
Senior Writer: Scott Walker
Senior Broadcast Producer: Lill Schroeder
Integrated Producer: Giovanna Javelosa

Production Company: Collider
Director: Jack Naylor
Executive Producer: Olivia Hantken
Post-production: ARC EDIT
Sound: Song Zu

Media Agency: Essence
Communications Director: Dao Tran
Digital Director: Kirsty Heywood
Communications Manager: Shauna Hughes
Communications Associate: Liam McMahon
Communications Coordinator: Natalie Ilieveska

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