Sefiani is excited to provide strategic communications support to Australia’s leading non-bank lender, Pepper Money, as it launches its new fully-integrated, nationwide Real Life brand campaign, supporting and celebrating the lives of everyday Australians.

Resplendent with a Hills Hoist, a Holden, a swimming pool in a ute and a dream girl called Chanel, the centrepiece of the campaign is a music video – a tongue-in cheek Aussie parody of American Jake Owens’ song of the same name, Real Life.

The creative force behind the campaign is Pepper Money’s creative agency String Theory, with Customedia responsible for the media buy. The campaign, has kicked off with a takeover of YouTube and Nine Publishing’s digital mastheads, also includes a national TV and major metro radio campaign to be run over the next three months, complemented by outdoor and social media advertising and a public relations program.

Pepper Money’s CEO, Australia and New Zealand, Mario Rehayem, said the non-bank’s brand had always focused on being a real and fresh alternative to the banks because of Pepper’s personal approach to borrowers’ individual situations and it was time to dial up this message.

“Pepper Money’s brand has evolved and, after two decades, it is time to showcase the people we represent – real-life Australians. Our aim is to heighten brand awareness to help empower brokers to have conversations with their customers about Pepper Money loan solutions, or for consumers to contact Pepper Money directly.

Pepper Money’s Chief Customer Experience Officer, Joanne Thrift, said: “The world keeps changing and Pepper Money is keeping pace with the breadth of customers we now support. Indeed, for many of them the nine-to-five job is a thing of the past. Increasingly, they’re having to adapt to new ways of working, being self-employed, working later in life, and working multiple jobs.”

The video was directed by Australian Stuart Bowen and features local actors Lloyd Allison-Young and Margarita Gershkovich in the leading roles, with cameo appearances from 20 Pepper employees – including the General Manager of Mortgages and Commercial Lending, Aaron Milburn.

The inspiration for the Real Life campaign comes from Pepper Money’s customer data and insights, which shows how real life events impact Australians’ lives and, with the right tailored financial solutions, Pepper is helping customers achieve positive outcomes.

Our team at Sefiani is proud to work alongside Pepper Money as it helps everyday Australians achieve their goals.

To view Sefiani’s February Insights Newsletter click here.