Lodex aims to disrupt with launch of fintech start-up and campaign via Cummins&Partners, Sydney
Cummins&Partners Sydney has won the new online-based fintech company Lodex and has developed a new campaign. The name is shorthand for Loans & Deposits Exchange. Lodex aims to flip the financial services industry on its head by shifting the negotiating power to the consumer and giving financial service providers the chance to interact with potential customers in a way never before offered in Australia.
Says Mic Phillipou, co-founder and executive director: “Lodex is an Australian-first loans and deposits marketplace that puts the power into the hands of the consumer. It’s an agnostic exchange that allows financial services providers to come to you, the consumer, to compete for your loan or deposit.”
Instead of following the usual straight retainer arrangement, the agency is also putting skin in the game by taking equity in the company.
Says Julian Schreiber, co-ECD, C&P Sydney: “An agency’s IP is something that should be highly valued. It’s what defines us as an industry. This approach, where we take equity in a business, in some ways is a better expression of the value we bring.”
Says Dan Ingall, managing director, C&P Sydney: “Collaborating with start-ups to co-create businesses and brands in the tech space is energising and full of potential. It’s where we want to play more in the future.”
C&P Sydney has been heavily involved from the beginning, including product development, brand strategy and design, UX and web design as well as the overall go-to-market and integrated comms launch programme including media planning and buying.
The pre-launch phase kicks off this week with an intro film inviting registration and will be followed by the official launch in August.
Says Tom Martin, co-ECD, C&P Sydney: “This film needs to capture the sense of possibility Lodex can offer in a way that grabs your attention and builds intrigue around the unique offer. A man bathing in money should do the trick.”
The launch comes hot on the heels of a host of recent new business wins for C&P Sydney including HBF and the University of Tasmania.
Client: Lodex
Co-Founders & Executive Directors: Mic Phillipou, Bill Kalpouzanis,
Agency: Cummins&Partners Sydney
Executive Creative Directors: Tom Martin & Julian Schreiber
Creative Directors: Mandie van der Merwe & Avish Gordhan
Art Director: Alastair Flack
Designer: Lorraine Costello
Senior Integration Director: Joe Godsell
Integrated Producer: Georgina Moxey
Managing Director: Dan Ingall
Production Company: The Sweet Shop
Director: Nick Kelly
Producer: Mo Duggan
Executive Producer: Wilf Sweetland
DOP: Sherwin Akbazadeh
Sound: Nylon Studios
13 Comments
gay jokes still funny in 2017?
It’s not a gay joke, it’s a joke about a complete and utter stranger invading your bathtub (of cash)
Why can’t it be a woman
The actors should have been women. The director, the DOP, the crew should have all been woman. The editor, colorist and sound designer should have also been women as well. And everyone who watches this should be a woman.
We all agree that our industry needs equality, but can’t we just watch an ad and laugh without this coming up.
Yep if it was funny.
Nah, it wasn’t.
If I was putting agency money into a client’s business I’d want the advertising to be a lot better than this.
Yawn
Good to see an agency putting its money where its mouth is, unlike other commenters who are all mouth, I suspect.
I applaud them for taking a different approach to their remuneration model. I do wonder, however, would this work have been different if they had been paid conventionally for their services?
An agency with skin in the game and they write something this tired. This isn’t putting money where anyone’s mouth is. This is money down the drain.
I know where the inspiration came from for the man in the bathtub…
Apart from this creative being average. Agencies are not the answer, fundamental marketing of this product is so bad, Australian startups are doomed if this is what they are doing.
The best example here, we have a campaign but are completely unable to be found on Google. Not withstanding the website being shocking.
Madness.
Take your equity back and bring a founder in that knows something about how to grow a business.
If you are making an ad like this to launch a product like that then things aren’t looking so good.