Multi-format campaign highlights singular focus of alternative lender
Self-employed lending specialist RedZed had kicked off its largest-ever brand campaign across television, radio, digital, and out-of-home marketing.
Featuring Dougie the pony (pictured), RedZed is leaning into its focus on a single audience, the self employed, under the slogan ‘One Trick. Great Trick Though’.
The campaign was designed by advertising agency The Incubator and features working Australians alongside star Melbourne Storm players.
Self-employed borrowers often struggle to secure financing from the traditional banking sector due to rigid compliance and documentation requirements.
This has helped to create a thriving market for Australia’s alternative lenders thanks to their flexible income-verification options.
Read more: Alt-doc lending: Empowering a new wave of borrowers
“Our customers are the backbone of the economy, but too often they’re overlooked or misunderstood by traditional lenders,” said RedZed’s chief sales and marketing officer Natalie Irvine. "At RedZed, we exist for the self-employed. It’s all we do, and we do it well.”
Kyran Docker, creative director at The Incubator, explained how the campaign needed the same energy as RedZed displays.
“Specialisation isn’t a weakness, it’s power,” said Docker. “RedZed owns their lane, and we wanted the campaign to carry that same confidence. It’s unapologetic and a bit unexpected. This campaign was about celebrating that gutsy stance, and doing it with a wink.”
