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Say halo to Guardian Guy

Case Study MTF Finance

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MTF Finance is New Zealand’s most trusted and preferred finance company – a safe, likeable choice for Kiwis who don’t want to go to their bank. How could we give the brand a distinctive, authentic personality, creating standout in a crowded, homogenous market?

Introducing Guardian Guy

Meet Guardian Guy – a quirky, slightly rough-around-the-edges version of the guardian angel we all know from countless movies and stories. He turns up right when Kiwis need him, but hasn’t quite perfected his angel skills and tends to mess things up.

As a result, he always has to call on his friends for help – the friendly, professional folk at the local MTF Finance franchise or dealership. They have his back, and help customers’ wishes really come true with their flexible, affordable finance options and amazing service.

One of a kind talent

Guardian Guy was formed in partnership with the amazing Josh Thomson, who added his own distinctive style of dry, awkward humour to the role. The result is a powerful, flexible property that can stretch across MTF Finance’s growing product range and their nationwide franchise and dealership network.

Launching across the media mix

The new brand platform has now been launched on TV, in digital, social and local franchises and is already driving increased visit to the website and starting to achieve our goal of increasing the brand’s memorability and likeability,  while still showcasing MTF Finance’s key points of difference. Now that’s a real feather in our cap!

Business finance 15″

Personal finance 15″

Vehicle finance 15″




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