Independent agency The Royals launches launch campaign for mortgage provider Athena



“Life is too short for a long home loan”: this is the message from Australia’s newest mortgage provider, Athena, who has launched a nationwide launch campaign through independent agency The Royals.

The new challenger brand is attacking the big banks and calling on Australians to break free from mortgage bondage.

The campaign heralds the arrival of Athena as a real alternative to the big banks in the $ 1.7 trillion mortgage market, positioning the newcomer as a home loan saboteur.

Athena CMO Natalie Dinsdale said, “Our proposition is that we will give you a great home loan and then help you get rid of it. That’s why we want you to love us and leave us ”.

“Research has shown us that almost all borrowers (93%) want to pay off their home loans faster, but less than one in five think their lender wants them to be successful.

“The campaign has been on the market for a week and has already generated a $ 345 million application pipeline.”

Dinsdale added: “Australians take 10 years longer to pay off their home loans than a generation ago and collectively they are paying around $ 10 billion more than they need each year.

“Athena’s mission is to change home loans in every way so Australians can access financial freedom faster.”

In a market ripe for disruption following the fallout from the Royal Commission, Athena embarked on a two-year journey to build a very different mortgage lender on different bases, focused solely on homeowners and their needs.

Athena’s innovative digital platform enables customers to be more efficient with technology – avoiding banker, branch and overhead costs – so they can pass savings on to customers through rates lower interest.

Royals Creative Partner Nick Cummins added, “Athena has created a simple, customer-focused model and uses finance and technology in the smartest way – our work sticks to the same principles.

“Love us and leave us” is a clear message that demonstrates Athena’s customer-centric DNA ”.

The first phase of the campaign includes executions in digital, social, out of home and PR.



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