Peter Giorgi - Marketing mortgages with Rocket, selling the idea of 'home' instead of the numbers, their Superbowl spot - video Dailymotion

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Transcript

00:00Marketing for mortgages traditionally hasn't been very good.

00:03Nobody wants one.

00:04We sell a thing people would rather not have, right?

00:06And so rather than selling the rate of the transaction,

00:10which is what most people tend to care about,

00:12we wanted to sell the idea of home, how valuable that can be.

00:16And we wanted to really raise the bar creatively.

00:20And so we used the song Take Me Home Country Roads by John Denver,

00:25which somehow we all subconsciously know the words to.

00:28And that became sort of the rallying cry for this journey of how emotional

00:36and how rewarding it can be to finally find home,

00:39to finally have a home of your own.

00:41And what we did in the Super Bowl was we managed to have our 60-second spot end

00:46and cut back into the stadium and have people in the Superdome in New Orleans

00:50singing the song from the commercial.

00:52It had never been done before.

00:53We got told no up until two weeks before the game.

00:58And it was absolutely terrifying.

01:02I mean, it was like being scared in the best way.

01:04It's a fairly simple idea, right?

01:06What if we cut from the commercial into the stadium

01:10and everyone is singing the song because it brings us all together?

01:13It was really a practical expression of the emotional value of unity that home provides.

01:18And so it was a very simple idea that was extremely complicated to pull off,

01:23but it was a really rewarding creative risk for us to take.