Keystart – an initiative of the Western Australian State Government – has launched a new brand campaign aimed at reinforcing its key proposition, via The Brand Agency.

Providing home loans with deposits as low as 2% without lender’s mortgage insurance, Keystart’s offering was being lost in the complexity of the journey to home ownership, often being confused with everyone from builders to brokers or banks. To address this, The Brand Agency worked closely with Keystart to produce a series of humorous and distinctive radio spots and animated online videos to run across broadcast video on demand and social media.

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