Arnold Worldwide and AmeriSave Mortgage Corporation Help Consumers Navigate Mortgage Financing in New TV and TikTok Campaign
A fresh and comical approach addresses common misconceptions, financial education, when buying a lock in a low rate mortgage
BOSTON, May 18, 2022 /PRNewswire/ – To raise awareness about the simple truths of buying a home, AmeriSave Mortgageone of the nation’s fastest growing private mortgage lenders, and creative agency Arnold Worldwide unveil a new campaign that exposes current and potential homeowners to the company’s low mortgage rates.
Leveraging a strategic duo of TV spots and TikTok influencers to reach an audience actively looking to buy a new home, consolidate debt with cash refinance and become more financially savvy, the work highlights two AmeriSave products: cash refinance to consolidate debt and the 90-day Lock and Shop program. Bringing even more life to “C’est Just down“, the spots show an awareness that most people are simply looking for the best rate in the market.
As the go-to creative agency for AmeriSave since June 2021, Arnold focuses on creativity that follows a key human truth: People want a low mortgage rate from a lender they can trust and don’t want to get bogged down with too many details. The “It’s Just downThe campaign continues work that began in fall 2021, and this cycle expands with OLV, CTV, digital and a roadside social campaign including Facebook, Instagram and TikTok using a tax-focused set of influencers.
“The hook for the whole campaign is the idea that AmeriSave’s prices are just low, and that at the end of the day, that’s all that really matters to anyone. But of course, the truth about the question – and the whole point of the work – is that it’s actually not all that matters, not quite anyway,” said Sean McBride, Chief Creative Officer at Arnold Worldwide. “I think this campaign does a great job of capturing the nuances of the rate finding process – how you want the lowest rate, but you also want it from a place you trust, and you don’t no longer know as much as you “I do the work yourself. I think we manage to capture all of those nuances through great comedic timing and subtle, relatable performances. We’re excited to see this work continue to drive their booming business and build brand recognition along the way.”
Through the creative process, Arnold and AmeriSave recognize that the home buying process can be both overwhelming and unfamiliar for young audiences and first-time home buyers. To appeal to this audience, the campaign is turning to TikTok, with the help of creators Terrance & Demeeka (@marriedrealtors_florida), to eliminate homebuying intimidation by breaking down proprietary language that only an insider of the industry could understand. As the campaign continues, the mortgage lender will be collaborating with other influencers, as @marriedrealtors_florida is just one of many creators partnering with AmeriSave this year.
Home to a significant number of untapped AmeriSave customers who use the platform daily, TikTok offers a natural and effective way to talk about brand and industry growth. Position the character of the spots Jordan, a key spokesperson for AmeriSave, alongside prominent FinTok creators, is a strategic move to tell the evolving story of the AmeriSave brand. Supported by a national media buy, the two spots work together to explain – with light humor – AmeriSave’s products:
- “Tour” offers the 90-day Lock and Shop program, where potential home buyers can alleviate the stressors of a fluctuating interest rate by locking in a low mortgage rate for 90 days when purchasing a home.
- “Coworker” tackles debt consolidation and refinancing with a low mortgage rate from AmeriSave. The spot highlights how people can potentially free up hundreds of dollars every month and benefit from that extra money.
“I am incredibly excited about this new series of work – we are finally telling more of the AmeriSave story at a time when consumer needs are rapidly changing,” said Jonathan Beamer, chief marketing officer of AmeriSave. “With the help of Arnold’s team, we are taking strategic steps to reach customers on the platforms they use, which will create conversations about the brand and ultimately help owners save money with AmeriSave’s low everyday mortgage rates.”
Since 2002, AmeriSave has used its industry-leading technology to provide low rates, transparent pricing, easy online applications, and excellent customer service to become one of the nation’s largest private online mortgage lenders. With strong direct-to-consumer, traditional retail, and third-party origination channels, AmeriSave’s goal is to make the mortgage lending process simple and fast. AmeriSave is an Equal Housing Lender, licensed in 49 states and DC, unlicensed in New York; NMLS ID #1168. For licensing information, go to www.nmlsconsumeraccess.org.
For more information about AmeriSave, visit www.amerisave.com
Arnold is an independent-minded integrated advertising agency that makes Safe to be Brave. We turn brands into household names and grow businesses by delivering groundbreaking, culturally connected work. Arnold is headquartered in Boston and is part of the Havas group. Learn more aboutarn.comor follow us on LinkedIn, Twitterandinstagram.
For more information about Arnold Worldwide, visit www.arn.com.
Creative Director Sean McBride
SVP, Group Creative Director Joshua Kahn
SVP, Group Creative Director Nathan Donabed
Creative Director, Tom Kelly
Creative Director, Doug Harry
Vice President, Executive Producer Whitney Bogosian
Chief Customer Officer Vallerie Bettini
Executive Vice President, Marketing Director Mike Parsegian
Senior Marketing Manager, Sydney South
Associate Marketing Manager, Ugonna Nwaoba
Chief Business Officer, Jonathan Toto
Content Creator, Daniel Irvin
Marketing Director, Jonathan Beamer
SVP, Integrated Marketing, Sarah Cambria
SVP Acquisition Experience, Robert Schipul
Senior Director of Marketing, TR Hollis
Senior Manager, Digital Strategy and Experience, Ryan Vinnicombe
Director, Benji Weinstein
Executive Producer, Drew Santarsiero
Production Manager, Alex Hughes
Managing Director/Partner, Caryn Maclean
Editor, Merritt Duff
Meg BaileyExecutive producer
Danny DianaraMain producer
SOURCE Arnold Worldwide