Keystart launches new campaign via Wunderman Thompson Perth that’s not for everyone
Keystart and Wunderman Thompson Perth has launched a new creative platform for Keystart’s low deposit home loans.
Most people just get a home loan from a bank. But Keystart isn’t interested in them. With lower entry costs, low deposit requirements and no lender’s mortgage insurance, Keystart is all about the kind of people banks don’t cater for.
Strategist, Antoni Buccini, said: “Our challenge was market confusion. Keystart’s purpose is getting more people into a home of their own sooner, so we need be clear about the customers they want and not shy away from that truth.”
The campaign ‘Home loans that aren’t for everyone’ targets the kind of customers Keystart can help – by showing those who don’t need any help.
Wunderman Thompson Perth used social and online videos to introduce the characters of Jackson, Gemma, Sue and Dave in some impactful and light-hearted spots.
Creative, Tim Newton, said: “We had to be clever with the production budget, but we got the opportunity to work with some amazing talent and production partners to bring the characters to life. The whole team had a great time.”
The videos were backed up by bespoke landing page content for each of the characters, and some tongue-in-cheek out of home, including some contextual placements near banks.
Keystart Executive Manager, Customer Experience, Jarrad Zen, said: “Keystart is a unique lender in the home loan market. We want more people to understand who we are, so we needed a message that stands out in what can be a noisy advertising landscape, with a significantly lower budget than the big banks in town. We do things a little differently at Keystart and that applies to this campaign too.”
“We love that our customers become the hero in this campaign. While we applaud those that can get ahead without us, we are here for one purpose. We offer low deposits to those who want to start home ownership sooner. This campaign really brings that home.”
It was a big step strategically and creatively for the government-backed low deposit home loan provider – in a campaign that’s literally not for everyone.
VIEW THE GEMMA ONLINE FILM
VIEW THE JACKSON ONLINE FILM
VIEW THE SUE AND DAVE ONLINE FILM
VIEW THE TIKTOK CAMPAIGN
VIEW THE ANIMATED SOCIAL FILM
Credits
Keystart
Lindsay O’Sullivan, Chief Operating Officer
Jarrad Zen, Executive Manager, Customer Experience
Roisin Broderick, Manager, Marketing, Customer Experience
Nicholina Mylett, Marketing Co-Ordinator, Customer Experience
Wunderman Thompson Perth
Joao Braga, National Chief Creative Officer
Tim Newton, Creative Lead/Art Director
Paula Keamy, Creative Lead/Copywriter
Barry Walker, Head of Strategy
Antoni Buccini, Strategist
Luke Slater, Consulting Lead
Danny Coleman, National Operations Director/Senior Integrated Producer
Anita Swami, Producer
Ben Mills – Editing, artwork and motion graphics
Phil Chapman, Studio Finished Artist
Media & Production
Nicole MacNeil, Senior Media Planner
Megan Carpenter, Toesox Productions – Casting, locations, art department
Kate Farmer – Hair, makeup, wardrobe
Brad Habib, Soundbyte Studios – Sound design
6 Comments
I hate everyone in these ads, so job well done right?
Awesome strategic work on this and the executions fit the bill, nice one Ant, Paula and Tim.
Which is in itself a win.
Yeah, getting a concept like this, approved for a client like that, is incredible. The insight is sound, and the execution is neat. These will cut through. Considering what this kind of campaign usually looks like, this is a huge win. Love the hint of disdain too 😉
Interesting, I don’t understand how this would cut through with the target audience at all.
They’ll cut through by not looking like every other generic ‘get a first home loan with us’ campaign. It’s an insight that resonates and is based on a truth. The art direction is snappy and the tone is low-key sarcastic, which is unexpected. I’m not saying it’ll work, or that the target audience will definitely engage with it, but in comparison to what this stuff normally looks like – this will stand out. Happy to hear your take on why it won’t though.
Talk about a tough category to get a decent insight and execution approved. Good job, crew.