Marketing Featured ANZ

RAMS Australia highlights expertise in new brand campaign

Sydney, Australia – Home loans specialist RAMS in Australia has recently launched an integrated campaign that highlights the statement ‘Home loans are what we do’, done in collaboration with advertising agency Saatchi & Saatchi.

RAMS, which deems to be the leading home loans specialist in the country, helps Australians realize the dream of homeownership by providing simple yet flexible home loans. It also offers a range of deposit products that are available online, home, and contents, as well as landlord insurance solutions through referral partners.

The campaign centered around RAMS’ ‘rambassador’ Raymond A Ram. He presented his confident, attitude-driven personality traits, and his role in the home-buying journey. Raymond celebrated the amazing things that can happen when a person focuses on one thing, which he associated with the brand’s expertise in the home loan space, reinforcing RAMS’ position as a first-party lender.

RAMS’ head of marketing and digital Christian Johansson said, “We wanted to celebrate what really sets RAMS apart – our team of home loan specialists who focus only on providing tailored home loan solutions for customers. This campaign captures this commitment to customers and how we’re here to support them in their home buying journey.”

Meanwhile, Sam Chappell, the creative director of Saatchi & Saatchi, commented, “RAMS has always been a little quirky. It’s fronted by a ram, after all. So we wanted to keep some fun in the brand while cementing our point of difference in the home lending category. With Dave Klaiber and the team at Heckler, we feel we’ve created something really unique.”