The Brief
Develop an integrated campaign for the MFAA that defends the mortgage broking sector, mobilises the public and influences key policy-makers to reject the Royal Commission recommendation that would have a negative impact on the broking industry and Australian mortgage seekers.
The Idea
Mortgage brokers keep the big banks in check. The competition they bring to the table provides access to a wider range of lenders and more flexible home loan options. The idea behind this campaign explores the dystopian future that homebuyers would face if this competition ceased to exist.
The Execution
The ‘Don’t Kill Competition’ campaign was executed across multiple platforms, from a hero TV spot through to radio, print, outdoor, digital and social. Every element encouraged people to sign an online petition.
Aesthetically, the campaign was created to reflect all the hallmarks of an old-school political ad, which resonated with our primary audience.
The Result
By creating a nationwide conversation and applying constant pressure to legislators, the campaign succeeded. Just one month after its launch, the federal government announced that they would not be following the recommendation made in relation to the mortgage broking industry. This was an excellent outcome for the MFAA.
“Redhanded was able to develop and deliver a highly effective, integrated communications campaign in a remarkably short time with first class creative. The work mobilised an entire sector, generated community support and influenced policy positions in Canberra.”
– Mike Felton, CEO of MFAA