Ultimate Edge was engaged to:
- Transform the Mortgage House media buying and activation strategy into one that is digitally-led and completely measureable
- Increase overall volume of weekly leads while consistently decreasing cost-per-acquisition
- Bring to life the creative message to achieve direct response objectives and an increase in conversion.
An overarching strategy was chosen to present Mortgage House as a lender with all of the best home loan solutions ‘under one roof.’ To increase awareness, relevant media channels were selected to make the brand seem ubiquitous to customers evaluating home loans.
Building trust and familiarity were key to increasing word-of-mouth and media channels that allowed for a more personalised approach were selected to achieve this. In order to further enhance consumer brand familiarity, the ‘Mr House’ brand mascot was brought to life across the different channels.
An ongoing optimisation plan was put in place, which included tracking top-level metrics, such as brand awareness and consideration, and bottom-of-the-funnel metrics such as cost-per-lead.
This strategy had a significant impact on brand uplift and lead generation.