LoanDepot LLC is in the midst of a “multimillion-dollar” branding campaign called “We believe in you,” featuring 30- and 60-second TV spots airing daily on broadcast and cable networks nationwide, including ESPN, CNBC, E!, MSNBC, Fox News, CNN and Direct Sports.
The spots highlight the company’s Protection + Mortgage program, which provides up to $30,000 of critical illness coverage from Aflac at no cost to borrowers. It also promotes its “Lifetime Guarantee” on interest rates—should they ever drop, borrowers can refinance with loanDepot without paying closing costs to the lender.
The campaign, developed in-house, is “reflective of our commitment to borrowers in being their lending partner of choice as they pursue their own American dream,” the company said in a statement.
The Foothill Ranch-based company’s retail mortgage originations grew 30% last year to $32.4 billion, placing it sixth in U.S. market share, according to Inside Mortgage Finance Publications. It recently hired Eric Gutierrez as executive vice president of marketing, a new position.
Sponsorship Goal
Hoag Memorial Hospital Presbyterian in Irvine signed on as “exclusive health care provider” to the Orange County Soccer Club. The Hoag logo debuted on the professional soccer team’s jerseys during a match against the Seattle Sounders 2 on June 24 at Orange County Great Park.
Hoag also provides “comprehensive health care services on and off the field” for the club’s coaching staff and players, including “pre-season screenings, physical exams, care by Hoag physicians for injuries during games, and medical exams throughout each season.”
“Through their discipline, competitive spirit and teamwork, the players and coaches of the Orange County Soccer Club inspire all who are fortunate enough to watch them in action,” Hoag President and Chief Executive Robert Braithwaite said in a statement. “They represent our community on the athletic field, and all of us at Hoag are honored to be associated with them.”
James Keston, chief investment officer of LARO Properties LP in Encino, acquired the Orange County Blues FC in September and renamed it Orange County Soccer Club.
Quality Moves
Kia Motors America Inc. in Irvine and Genesis Motors USA in Fountain Valley topped the J.D. Power 2017 U.S. Initial Quality Study—a repeat first place for Kia and a debut at the No. 2 spot for Genesis.
J.D. Power and Associates in Costa Mesa surveyed more than 80,000 consumers 90 days after they acquired or leased their 2017 model vehicles, asking about their experience with the exterior, seats, controls, driving experience, engine, interior, and heating and air conditioning. Kia owners reported the fewest issues with their vehicles—72 per 100 vehicles. Genesis followed with 87, and Porsche with 78.
“Respect for our owners means connecting with them on every level,” Erwin Raphael, general manager of Genesis in the U.S., said in a statement. “This process starts the minute the car leaves the plant and continues with educating customers on every feature inside their new car. Achieving the highest ranking among premium brands is a fantastic introduction into the IQS survey for Genesis.”
Fountain Valley-based Hyundai Motor America, BMW and Chevrolet tied at 88 issues, down from the 92 Hyundai posted for its 2016 vehicle lineup. Mazda North American Operations in Irvine had 125 issues, while Cypress-based Mitsubishi Motors North America Inc. tied with Land Rover with 131.
Bits & Pieces
Florida-based Crossflix Inc., which calls itself the “Christian alternative to Netflix,” selected FrontGate Media in Rancho Santa Margarita as its global agency of record. … App developer AutoGravity Corp. in Irvine launched a national advertising campaign it created in partnership with Suede Production in Windsor, Canada.
Correction
The marketing column published on June 26 gave the incorrect agency for Kawasaki Motors Corp. U.S.A.’s latest marketing campaign, featuring pro wrestler Steve Austin. It was developed by Fuse Interactive in Laguna Beach.
