See how a strategic media mix helped Quicken Loans launch Rocket Mortgage, beating competition to the app space.

The Challenge

Quicken Loans had strong ambitions to become America’s #1 Mortgage Lender. They had built a successful DTC model driven by aggressive lead generation. It was time to take it to the next level, with the first all-digital mortgage experience – Rocket Mortgage. Competition was close behind, so it was a race to be first to mass market.

The Strategy

An approach anchored by high-impact airings
       • Super Bowl 50 + major award shows and top rated sports
• High-reach, endemic program integrations on TV

• Consistent weekly presence with robust linear daypart mix
• Targeted CTV + digital video placements
• Efficient layer of DR weight

Outcome

In a short period of time, Eicoff helped drive millions of consumers to Quicken Loans’ mobile site to “Push Button and Get Mortgage.” With our quick, impactful boost in reach, along with a sustained presence during the home-buying season, Rocket Mortgage gained traction with incredible speed. Our plan reached 87% of the target audience an average of 16x, driving a high volume of digital actions. Traffic to the Rocket Mortgage subdomain significantly surpassed that of the closest competitors. And brand-tracker results confirmed high consumer awareness with an association of ease, simplicity and confidence. All together the launch was a soaring success.