MTF’s new campaign puts people first

AUCKLAND, Today: Most financial services struggle with customer satisfaction, with an average NPS score of just eight in 2024. MTF, however, has consistently bucked the trend.

Since 2022, MTF has maintained an NPS above 75, climbing close to 80 this year—a clear reflection of their commitment to customers. Seeing this, MTF knew it was time to highlight their unique approach to lending.

Their new campaign, We See You, created with Chemistry, does just that. Featuring a 30-second film and three 15-second shorts, it tells touching stories about MTF’s personal and empathetic lending style.

The stories range from a family with a broken washing machine to a business owner chasing big dreams, all showing how MTF’s local understanding makes a difference. Their message? “We see you, because we are you.”

Supporting this, MTF’s new positioning as Your local money experts highlights their 54 branches, each locally owned. Their model, where local owners operate branches, sets them apart in New Zealand’s financial landscape.

“We wanted a campaign that truly reflected who MTF are as an organisation and demonstrated the MTF difference.” – Lucy Eru

The campaign also marks a new era for MTF as they retire the Guardian Guy, the face of their award-winning campaigns.

Launching alongside sponsorship of NZME’s Great New Zealand Road Trip, the campaign spans video, radio, outdoor, digital, and social platforms. It also debuts Calum Scott’s Rise as the brand’s soundtrack.

Lucy Eru, Head of Marketing and Communications at MTF, says, “We wanted a campaign that truly reflected who MTF are as an organisation and demonstrated the MTF difference – a personal approach to lending, with both expertise and empathy. Our franchises and dealers feel well represented by the campaign and we couldn’t be happier with the result.”

Sarah Chernishov, Creative Director at Chemistry, adds, “The beauty of these stories is that they’re not made up at all. Each of them is inspired by real moments of connection between MTF and customers. It was a privilege to help bring them to life alongside the amazing team at FISH.”

MTF CEO Chris Lamers says, “As we continue to grow, we’re excited to take our brand into its next phase, building on the success of the past while focusing on what matters most—our customers. Our brand refresh is a key step in better connecting with our audience and helping Kiwis achieve their financial goals.”

CREDITS

Client: MTF – Lucy Eru, Megan Kliegl, Natasha Callister
Agency: Chemistry
Production: Flying Fish
Director: Paolo Rotondo
EP: Sam Attenborough
Agency producer: Nigel Sutton
Sound design: Franklin Road
Post production: Mandy VFX
Photographer: Spid Pye