Rainger & Rolfe launches ‘maverick’ home loan campaign with dosh

Dosh and Rainger & Rolfe have released a new creative campaign to launch dosh home loans.

Dosh co-founder James McEniery says: “We’re thrilled! We wanted to create something highly unique and compelling and we’ve done it.

“This is a first-in-market digital product with two clear customer benefits: great value in the form of great rates and an annual loyalty cashback from dosh, with the ease and convenience of a digital application.”

‘Streak rewards’ are offered to loyal customers who stick with dosh rather than switching to another company. These are paid in addition to any offers, such as up-front cashback. “Ultimately this means more cash is returned to customer pockets,” says McEniery.

He continues: “We believe Kiwis deserve the world’s best digital solutions to maximise their financial wellbeing. We’re proud to be collaborating with Westpac NZ to combine our strengths and bring this product to New Zealand homeowners.”

“Creatively the new campaign was written to inspire homeowners to go after something better,” says R&R creative director Kelly Putter.

“The requirement to project value has never been more important, but so is brand persona. Dosh is the likeable maverick. When we talk about our annual cashback loyalty payment, the promise comes with a smile.” Campaign taglines include “get paid to streak”, “it pays to be loyal”.

“The same applies when we’re talking about the quality of dosh home loans,” says Putter. The playful tone continues: “freak’n great”, “fixed rates? we fixed ‘em”, “losing interest in your bank account?”

Key media partners include NZME and Conversion Marketing who have designed a launch programme leveraging out of home, digital, radio and social channels.

In the radio space, announcer ad libs, top’n’tails and timesaver traffic stings help raise awareness.

Meanwhile, an investment in Meta and Google display ads will help drive consideration and conversion.