Core creates a new brand platform for the MFAA

Posted on 22/10/2013 under Digital & Social Media, Marketing, News, Strategy

Core has recently launched a new campaign for its client, the Mortgage & Finance Association of Australia (MFAA).

Following an in-depth immersion process, where we interviewed a broad spectrum of people in the broker channel and organisation, we developed a strategy that captured a valuable insight. It became clear that the benefit brokers provide goes far beyond just the financial transaction. Consumers also recognised the ability of the best trained brokers (a select group of professionals who are becoming increasingly known as ‘Credit Advisors’) as able to make a significant difference to their lives.

So, armed with this information, we created the ‘MFAA – Life-changing Conversations’ brand positioning and campaign.

The launch work includes print, digital and social media activity. The new brand positioning will also inform the theme of the next member conference, which is one of the organisation’s biggest marketing programs.

The social media promotional component of the launch campaign has just finished and achieved fantastic results.

Building on the ‘MFAA. Life-changing Conversations’ positioning , the promotion was designed to target people who are in the market for a new home loan and then drive searches for their local Credit Advisor, via the MFAA website.

We created a Facebook app concept, ‘Life-Changing Likes’ that leveraged the extended social reach of four prize partners: Qantas Holiday, Accor Hotels, Wattyl Paints and Freedom Furniture. Each of the partners offered a prize to the value of $5,000 and the entrant was able to choose which of them they wanted to receive. By partnering with complementary brands that each have a strong social media following we were able to amplify the media spend and deliver great results to a limited budget.

The promotional concept provided a win for all involved, for the MFAA it delivered greatly increased exposure to the promotion and their services as the prize partners shared the promotion across their social channels.

For the prize partners it delivered exposure and traffic to their websites through the MFAA digital media campaign for no financial investment.

Now closed, the promotion has achieved results that far exceed the metrics set at launch. The results were 4,798 new Facebook Likes, 64 Shares and at its peak the campaign achieved a ‘Talking About Rate’ of 5,981 people.