Over the last few months we have been working with lender, Think Tank, to help them cut through in a market where all their competitors say they are customer focused (recall the recent "Barbara. We live in your world" ANZ campaign for example).
Rather than broad sweeping statements, we have been running a simple copy based campaign, reporting on their actual performance in service and product delivery. As a challenger brand, actually living up to service expectations provides Think Tank with clear differentiation.
Working closely with Think Tank's senior leadership team we helped identify the key areas where competitors typically let customers and brokers down in the lending process. These became the focus of the campaign. In each advert a defendable claim was the heading, backed up by a client testimonial in the body copy.
The result – a huge spike in inbound calls, and recruitment of new BDMs at Think Tank to handle the workload.