The search for a home loan is about winning or losing. You apply (and that’s very complex). You’re judged (and that’s very scary). You’re approved…or you’re (ugh!) not. And you wonder – a lot, “Is this the best home loan?”
So Ugly’s strategy for uno Home Loans offers people the thing they most want, that winning feeling.
And Ugly’s quirky ad response to that strategy really(!) stands out in the clutter of financial ads.
Ugly has launched its first brand campaign for uno Home Loans, with the brand idea, Win at Home Loans.
uno Home Loans chief marketing and strategy officer, Kirsty Davison commented, “Getting a home loan is one of the biggest financial decisions most people will ever make but the process has long been fraught with complexity, jargon and mountains of paperwork – making it hard for customers to know if they’re getting the best deal.
“uno is on a mission to change this by empowering consumers with the technology to see all their options, alongside seven-day advice from home loan experts. The Win at Home Loans campaign encapsulates the feeling of beating the home loan system and the elation of winning as a result.”
The campaign film aims for the emotions and will play out on TV, cinema and digital platforms, supported by digital and social acquisition.
Ugly Executive creative director, Gary McCreadie added, “The home loans industry can be rigid and stubborn. Most people find the process very much in the favour of the system. We wanted to create an ad that feels the opposite of these things, simple and empowering, to align with the attitude and personality of uno’s brand. You should feel good when you get your finances sorted to buy a home. It’s a good time, right? You shouldn’t feel like you’ve been stiffed.”
This is Ugly’s first piece of work for uno after being awarded the business at the end of a four-way pitch in December.
Creative: Gary McCreadie
Senior Producer: Katie Harper
Managing Director: Hazelle Klønhammer
Strategy: Ross Berthinussen
Production Company: Rabbit
Executive Producers: Lucas Jenner & Alexandra Hay
Director: Lachlan Dickie
Offline Edit: Adam Wills
Online Post Production: White Chocolate
Sound Design and Mix: Rumble Studios
Music Supervision: Music Mill
Media Agency: Blue 449
Client: uno Home Loans
Chief Marketing and Strategy Officer: Kirsty Davison
Head of Marketing: Erin Fryer