Simpler Home Loans
ANZ - Australia’s second largest bank - were launching a simpler home loan that finally got rid of the notoriously ambiguous ‘package’
Challenge
How do you make simplicity compelling to someone who just wants the best deal?
Unlock
There’s a lot of excess in home loans that Australians have never really stopped to think about.
For 30 years, the best deals in home loans have been hidden behind complicated, ambiguous packages - and we’ve gone along with it without questioning it!
Strategy
Show that with ANZ, you get to feel good about what you’re leaving behind, not just what you’re signing up for.
Proposition
No more package baggage.
The team brought this idea to life by parodying a category that is anything but simple and full of excess; perfume.
This gave us a world of tropes and visuals to have fun with. It also gave room for ANZ to be the voice of reason. That playfully preaches the benefit of simplicity.
Results
Increased incremental home loan revenue stream.
Exceeded banker lead benchmarks and new to bank customers.
Brand salience and brand consideration also grew.
Numbers omitted for business sensitivity.
Creative
How I made a difference.
I was the strategic lead from research through to channel planning. It clicked to me that Australians have accepted complication in home loans for way too long by conducting interviews with mortgage holders. Because ANZ were going to be the first major bank to drop packages, it occurred to me we have an opportunity to shake Australians out of their inertia and encourage them to stop and question the way home loans have always been sold.