Mortgage Choice shows its teeth with new ‘Happy As’ brand platform

Mortgage brokerage chain Mortgage Choice has officially launched its new brand with a new brand campaign as the company transitions into a full financial services hub.

 

The new campaign builds on the company’s previous ‘Know the Feeling’ campaign and focuses on, “How Mortgage Choice can help customers build rich lives by offering them the freedom to focus on what makes them happy.”

Melissa McCarney, Mortgage Choice’s general manager of marketing, says, “The new campaign allows us to not only celebrate our services, but how those services can help our customers achieve happiness. We believe the services we provide at Mortgage Choice allow our customers to achieve their financial goals and therefore feel ‘Happy As’.”

“As part of the new advertising campaign, we have focused in on the ‘Happy As’ feeling because that is how we want our customers to feel when they have the right financial plan in place to let them get on with the important business of being happy.”

Mortgage Choice Logo 2014

With Mortgage Choice’s recent move into financial planning, McCarney says now is the right time to communicate to the market that the brand now does more than it used to. “Today we are more than a mortgage broker, we are a fully fledged financial services hub. To highlight this transition, we decided to give our entire brand a refresh, and this new advertising campaign is just an extension of that.

“We wanted to create a new brand, logo and advertising campaign that all Australians could relate to – a brand that successfully communicates who we are, what we do and what we believe in,” she said.

Brand strategy agency Moon Group is helping the company build and integrate a new brand strategy to communicate Mortgage Choice’s purpose.

The new campaign uses well-known sayings brought to life with a bit of humour to communicate the feeling of being ‘Happy As’, including a curated content hub (pictured below) featuring babies, beatboxing goats, and adult male twins lip-syncing to Disney songs.

Mortgage Choice HappyAs moments

 

“We wanted the new advertising campaign to be completely different from traditional financial services advertising. At Mortgage Choice, we believe we have some key differentiators that separate us from other financial services businesses,” McCarney says.

The campaign will run across all channels including television, print and radio, with the first instalment of the television advertisements airing Sunday 7 September.

Moving forward, McCarney says the company has big plans for the ‘Happy As’ campaign and will make sure the messaging is reinforced in a consistent way across various media, including social media, public relations and television advertising.

Mortgage Choice HappyAs home page

 

 

Peter Roper
BY Peter Roper ON 8 September 2014
Editor of Marketing. Tweets as @pete_arrr.