Aussie Brand Launch

Lowe puts Aussie in a better place

In February 2008, we gained Aussie as a new client. Our scope includes above-the-line advertising, direct marketing and digital creative. This is the story so far.

Aussie’s success in the past was built on a powerful connection with the ‘Aussie battler’. People wanted an ally against the banks, and Aussie was there for them.

But the demographic makeup of Australia is different now: people see themselves as a savvier bunch than their parents. The internet alone has given people a new sense of empowerment, and they’ve embraced a DIY philosophy towards life. So there was no role for the old Aussie brand in today’s world.

Our task was to reposition Aussie as a contemporary and relevant brand for ‘middle Australia’, and help Aussie to ‘own’ the broker category – by proving and constantly reinforcing the value of an Aussie broker service.

Our first insight was that many people don’t understand what a broker does. They often say they do, but the reality is very vague. There isn’t an automatic connection with the potential value that any broker, let alone Aussie, can deliver.

Secondly, people like to make decisions themselves. It’s all very well to enlist a broker for information and advice, but customers need to feel that they’re in control of the process.

From Aussie battler to aspirational brand

The first plank of the creative strategy was a new strapline for Aussie: ‘Put yourself in a better place’. Using a giant picture frame as a memorable visual device, it reflects the aspirations of middle Australia and hints at Aussie’s role of empowerment.

To bring this strategy to life, we rolled out a three-stage television and press campaign: brand, testimonial and direct response. We chose the testimonial route because we had the chance to let Aussie’s customers and brokers speak for themselves. There were many good stories to be told, and nothing to hide. So we located two couples that recently became customers of Aussie—a first-home buyer, and a refinancer.

The two couples became the ‘faces’ of Aussie for the relaunch. Through their stories, the public realised what a broker does and how a broker works. And we were also able to show that it’s the customer who remains in control throughout.

The campaign is still running on TV, instore and online.