RateCity's new Obsessive Saver campaign

20th of May 2014 | by Laine Gordon

Australia’s leading financial comparison site RateCity (www.ratecity.com.au) launches a national TV campaign today, designed to help Australians make better financial choices and take charge of their personal finances.

Developed with content specialists Captiv8, the “Obsessive Saver” campaign has fun with the idea that everyone has little obsessive saving habits and using RateCity is another great way to find the joy of saving.

Ali Cassim, marketing director at RateCity.com.au, said the campaign highlights that people can extend the joy of everyday little savings into the area of consumer finance and enjoy bigger savings than they thought possible.

“A lot of people don’t look at their bigger financial commitments and how they could save money there. There’s a lot of ‘lazy money’ out there.”

The financial comparison industry is more mature in markets such as the United States and United Kingdom, but is still relatively nascent in Australia.

Cassim said the campaign aims to drive awareness of financial comparison and RateCity’s role as consumer champion and market leader, off the back of its strong growth in the past 12 months.

“Consumers are familiar with using comparison for travel and even insurance now, but less so for products like credit cards and home loans,” she said.

“RateCity is excited to be leading the way in empowering Australians to make the best choice when it comes to their finances and be smarter by comparison.”

The campaign includes an exclusive Nine afternoon news sponsorship featuring the new TVC and billboard placements, plus complimentary online activity.



Client: RateCity.com.au

Creative agency: Captiv8

Media agency: Paykel

Executive Producer: Keir Maher

Director: Edward Copestick

DOP: Boris Vymenets

Post: Captiv8

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