A game-changing shake-up of the mortgage market
has arrived with the launch of Athena - a home loan company on a mission
to help Australians pay off their home loan faster.
short for a long home loan": that's the message from Australia's newest
home loan provider, Athena, which has kicked off a national launch
campaign via The Royals, around the rallying cry "Love us and leave us".
The campaign announces
Athena's arrival as a genuine alternative to the big banks in the $1.7
trillion mortgage market, positioning the newcomer as a home loan
Says Natalie Dinsdale, chief marketing officer, Athena: "Our proposition
is that we will give you a great home loan, then we will help you get
rid of it. That's why we want you to love us and leave us.
has told us that nearly all borrowers (93 per cent) want to pay off
their home loans faster, but fewer than 1 in 5 think their lender wants
them to succeed."
The campaign has been in market for one week and has already generated $345 million in application pipeline.
Dinsdale: "Australians are taking 10 years longer to pay off their home
loans than a generation ago and collectively, they're paying an
estimated $10 billion more than they need to each year. Athena's mission
is to change home loan lending in every way so that Australians can
achieve financial freedom faster."
In a market that is ripe for
disruption following the fallout of the Royal Commission, Athena has
been on a two-year journey to build a very different home lender on
different foundations, focused single-mindedly on homeowners and their
needs. They are proudly not a bank, and never will be. Athena's
innovative digital platform creates customer efficiencies with
technology - avoiding the costs of bankers, branches and overheads - so
that they can pass on the savings to customers via lower interest rates.
The first phase of the campaign includes executions across digital, social, out-of-home and PR.
Dinsdale: "We asked for a bold and differentiated campaign to generate
cut-through and also to reflect Athena's unique mission, and The Royals
delivered exactly that. 'Love us and leave us' perfectly captures the
Athena spirit of cutting through the banking jargon and general crap."
Nick Cummins, creative partner, The Royals: "Athena has created a model
that is simple, focused on customers, and uses funding and technology
in the smartest way - our work sticks to the same principles. 'Love us
and leave us' is a no-nonsense message that demonstrates Athena's
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