MTF launches new ‘WE SEE YOU – Because we are you’ campaign via Chemistry

In 2024, the financial services sector has an average NPS score of just eight. It’s fair to say a lot of customers aren’t satisfied. But MTF is different. Since 2022, its NPS has always been above 75, and in 2024, it’s close to 80. This shows how much customers love MTF. With this insight, MTF had an opportunity to show the country there’s a better way to borrow.

 

This became the premise for the launch of its new campaign, We See You, developed by Chemistry. The campaign is currently airing, beginning with 1 x 30 and 3 x 15-second films, which tell a series of heartwarming stories that highlight MTF’s personal approach to lending. Whether it’s a family whose washing machine does them dirty, parents who need help surprising their daughter or a business owner with big ambitions, the team at MTF get it and are there to help. They understand because they’ve been there themselves. They’re part of the local community, are business owners too and are ambitious for themselves and their families. Long story short, we see you, because we are you.

This supports MTF’s new position in the market as ‘Your local money experts’, with 54 branches around the country offering car loans, personal loans, business loans and now expanding into home loans. The branches are each owned and operated by a local, which is a very different model to almost every other finance business in New Zealand.

As the company embraces a new era focused on empathy and connection with local communities, it also means a fond farewell to the brand’s beloved Guardian Guy, who’s fronted MTF’s award-winning campaigns for the past few years. The launch, which includes sponsorship of NZME’s ‘Great New Zealand Road Trip’ spans video, radio, outdoor, digital and social media, while also debuting Calum Scott’s Rise as the brand soundtrack.

Says Lucy Eru, Head of Marketing and Communications at MTF: “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.”

Says Sarah Chernishov, Creative Director at Chemistry: “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 help bring them to life alongside the amazing team at FISH.”

Says Chris Lamers, CEO, MTF: “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.”

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