Against a background of a sluggish real estate market, Community CPS Australia has employed a new strategy to promote home loans. Targeting refinancers a new campaign, created by NATION, will engage homeowners with the suggestion that The Credit Union of the Year may be a better place for their home loan. Community CPS Australia was announced Money Market’s 2012 Credit Union of the Year Award winner in June.
At the heart of the campaign is a mocumentary-style story of a couple who, after feeling dissatisfied with their current situation, decide to move their entire home to the Credit Union of the Year.
Peter Rutter, Executive Manager Retail at Community CPS said, “Compared to the major banks we can offer some very competitive rates and it’s the ideal time for people to re-assess their current home loan arrangements”.
“We wanted to create intrigue and get people thinking about their own situation. We did this by using a larger-than-life demonstration of our couple literally moving to a better place.” Said Geoff Robertson, NATION Creative Director.
The campaign, which went live Sunday, consists of television, online, in branch and social media.
Client: Community CPS Australia.
Creative Director: Geoff Robertson.
Strategy: Greg Knagge and Bruce Mackay.
Art Direction: Geoff Robertson, Jordan Cole and Josh Mann.
Project Director: Esther Sterk and Kirsty Alison.
Agency Producer: Heather McBride and Leona Cichon.