The Commission’s online lending video advertisement has scored remarkable viewing numbers, with nearly 250,000 views and counting.
The video is part of two marketing campaigns launched during June – ‘Know what to look for when getting a loan’ and ‘If you can’t back it up, don’t say it’. The latter is intended to help traders avoid false, misleading and unsubstantiated representations.
The lending campaign is built around a 15 second video featuring Herman, Aunty and Marcus Lemalu – characters from our animated series It’s All Good.
Herman wants a loan for a new TV, but Aunty and Marcus (of finance company Marcus Money) point out that Herman’s financial obligations are tight.
“You really need to fink about this through”, Aunty tells Herman, before the video ends with the Commission’s key message: know what to look for when getting a loan. Viewers of the video are directed to a page on the Commission’s website about loans.
Nearly 5,000 people have so far viewed the page.
“We are absolutely thrilled with the viewing number for this video and webpage. The campaign was intended to reach borrowers who might not ordinarily get our messages about credit, and who need it the most,” said Antonia Horrocks, the Commission’s General Manager, Consumer and Competition.
The Commission’s advertising agency Y&R used innovative techniques such as including the video in online gaming ads.
The Commission’s other campaign has also been targeted at harder-to-reach audiences, in the Chinese- and Korean-speaking communities. The campaign centres on the ‘If you can’t back it up don’t say it’ video, which has been translated into Chinese and Korean.
“For the first time we have undertaken a media campaign in Chinese and Korean language media, alongside our English language advertising. We know that we need to get our messages out to diverse communities, and we are trialling the use of Chinese social media channel WeChat to reach traders in the growing Chinese community,” said Ms Horrocks.