Trussle rebrands as ‘the home of home ownership’

Michael Lloyd

March 15, 2018

Online mortgage broker Trussle has rebranded with agency Ragged Edge and launched a TV advert going live today.

Advertising agency UnLtd Inc, media planning agency Squadron Venture Media and Ragged Edge worked together to create the campaign.

It calls on homeowners to spare two minutes now, so they never have to think about their mortgage again.

Ishaan Malhi, founder and chief executive of Trussle, said: “There‘s too much jargon, too much complexity and not enough transparency. Millions of people lose out financially, and emotionally, as a result. At Trussle, we’re tackling this head on.

“We’re making the mortgage journey simpler and more intuitive, removing lots of the hurdles and helping save people money in the process.”

Ragged Edge used the brand idea to create an identity inspired by an architect’s drawing of an open door.

Max Ottignon, co-founder of Ragged Edge said: “We worked with the Trussle team to create a brand that could stand for far more than finance. Trussle opens doors at every stage of the home ownership journey.

“This led to a brand idea – open doors – that could manifest itself across every area of the business – from design, to product development, to customer service.”

UnLtd Inc created two TV commercials featuring unwitting mortgage holders who are shocked to hear that they’re overpaying for their mortgage.

A benign voiceover, who addresses them as ‘Russell’, explains the product with a series of tongue-twisting plays on words. The commercials were directed by Mark Denton and produced through SparkleBop.

Dave Buonaguidi, founder of UnLtd-Inc, said: “It’s been great fun working on this project. Ishaan and the team at Trussle have bold ambitions, we created some lovely work that I really think will cut through and work for them, and from a selfish point of view we got to work with Mark Denton. I like him.”

Ragged Edge wrote, designed and illustrated a poster campaign to tackle mortgage inertia by showing the potential savings people could make by switching. The posters will run across new Routemaster buses and on tube car panels.

Project management, media planning and buying was handled by Squadron Venture Media, the advertising accelerator which specialises in forging innovative media deals for growth companies.

Tom Lucas, partner at Squadron Venture Media, said: “The launch campaign not only spotlights the broken mortgage process, but also clearly demonstrates how Trussle can help with clarity, humour and some much-needed playfulness.

“The industry thrives on consumer inertia and we wanted to shock people into spending just two minutes on Trussle to see if they could save – now and forever.’

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