DGWB Feeling at Home

Mortgage Lender Breaks $13 Mil. Campaign
LOS ANGELES-Bureaucracy beware.
That’s the theme of a new $13 million campaign DGWB has crafted for Irvine, Calif.-based home mortgage lender LoanWorks.
Print, outdoor, radio and interactive ads broke earlier this month. All use some form of the tagline, “We’re LoanWorks. A home lender on a mission. Bureaucracy beware.” The message is that LoanWorks can simplify the mortgage application process.
A pair of TV spots, shot by Jeff Gorman, will break in June.
In the outdoor and radio ads, an online character touts the lender’s recently launched Web site (www.loanworks.com) and its ability to give approvals in five minutes.
In one billboard, the character, in the form of a computer monitor, asks, “Need a home loan? Don’t like people?”
A print execution is run upside down, with copy that reads, “Sorry for making you turn the page upside down. But we’re trying to reinvent an industry here.”
In one of the radio spots, which targets night owls, the loanworks.com character explains that he can’t sleep either, adding, “I’m not allowed. I’m a Web site. I need to be up 24 hours a day.”
DGWB partner/executive creative director Jon Gothold said he used the site to refinance his own home and found it hassle-free. The experience helped drive the shop’s creative efforts on the account.
“It lived up to the promise of being a simpler way to do business,” Gothold said. “We started talking about that and got evangelical about it.”
The ads also explain that mortgages can be obtained over the phone, with one person assigned to each loan and approvals in about 20 minutes.
LoanWorks vice president of marketing Victoria Kaloper said the ads will run through year’s end, with a heavy blitz from June through August, the busiest home-buying months.
The Irvine agency won what was then pegged as a $5 million account in January [Adweek, Feb. 22].
An affiliate of IndyMac, Pasadena, Calif., one of the nation’s largest mortgage lenders, LoanWorks earlier this year made a commitment to increasing brand awareness, which led to the increased spending, Kaloper said. ƒ