April 28, 2010.

Australia's fifth largest mortgage aggregator, the newly formed, Vow Financial, has a new advertising campaign - the result of spending over 500 hours listening to brokers around the country.

The idea behind the print campaign is essentially to use the feedback gained from the research Vow conducted with brokers and to emphasise that Vow is the first aggregator business deliberately founded and shaped in response to its' brokers needs.

Jeff Zulman, CEO of Vow says "Our research revealed that there are a lot of brokers who are unhappy with their current work circumstances, service and the way they are treated. At Vow, we are working to change that. The new campaign underscores our message that we are attuned to the sentiment of many brokers including our own and this is an open dialogue between Vow and the industry."

"Simply put, the messages in this campaign say that Vow is listening to the brokers." "The feedback from the brokers gave our creative team an opportunity to create rather unusual messages with a unique tone of voice that only a new player like Vow, with its frank, no nonsense attitude and approach, can substantiate. This is very different from the current messages heard or seen in the industry today."

The new advertising campaign is breaking in the mortgage broking industry press and online on 1st May 2010. The media activity is a three month launch campaign, including print advertising in MPA and Australian Broker magazines and banner ads running on the Brokernews website and e-newsletters.

Olivia Hannah Creative Consulting (OHCC) was engaged in August 2009 for the brand creation of Vow Financial. OHCC were responsible for the brand strategy and positioning, naming, identity and creative execution of all launch elements.

The advertising creative was developed by Andy Firth and Gary Cunliffe at Mammal and the brand designer was Mark Taffs.