Financial products and services are boring. That’s why marketers
use tactics like talking lizards to capture consumers attention, hoping to use humor
and distraction to make an indirect brand value connection.
Quicken Loans has pioneered a unique combination
of tactics to market financial service to millennials via its
Rocket Mortgage offshoot. The strategy:
- Remove the complexity
- Make it mobile and simple to use
- Associate the brand with something fast and explosive
- Activate the brand by embedding it in high energy, high profile events
Rocket Mortgage’s latest brand alignment adventure involves the
next installment of Marvel’s Avenger series: Avengers, Infinity Wars. The company has already released a
co-branded video ad, and when the movie comes out this spring, look for a
Rocket Mortgage product placement nestled in the explosive opening scenes.
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