The key challenge for loans.com.au was to increase applications for new home loans while positioning themselves as the home of smart money through four key proof points: simple, personal, confident and quick.
Finally the origami narrative was translated to a dedicated mobile responsive landing page, strategicly crafted to communicate these four proove points alongside a product poitioning to guide traffic to the point of conversion.
The campaign is currently in market, and over the last few months loans.com.au have recorded an upward shift in brand recognition and perception as a premium home loan brand. Effectiveness is also up, as the campaign’s CTR is tracking at an above average 2.8%. It’s for these reasons that Loans see the origami campaign as their hero branding piece. One that’s successfully positioning Loans to stand out from amongst their competitors.
Additionally, the four strategic proof points of ‘simple’, ‘personal’, ‘confident’ and ‘quick’ have been adopted into the Loans internal culture, being part of their brand philosophy and promoted via internal communications.