Monzo — the UK’s largest digital bank — launches first major above-the-line campaign in five years: Money Never Felt Like Monzo created with Uncommon
Today, Monzo, the UK’s largest digital bank with more than 9 million customers, has launched its new, UK-wide above-the-line campaign: Money Never Felt Like Monzo.
Delivered by creative studio Uncommon, the 60” hero film illustrates how Money Never Felt Like Monzo through a series of impactful comparisons — where negative and stressful feelings associated with money management are juxtaposed with empowering, positive emotions, with the latter enabled by banking with Monzo.
In the minute-long film, frustrated arguments become loving embraces, and tarantulas turn into head massagers. As the pace of the ad increases, nails on a blackboard become a harpist’s gentle strums, while rowing in a barren lake — and getting nowhere — transforms into relaxing on a sunny beach.
The hero film will live across TV, VOD, cinema and YouTube, having been teased on ITV ahead of its primetime launch during the Britain’s Got Talent ad break. It will also be shown on Channel 4, BVOD, CTV and Subscription Video throughout spring and summer, and from 20th May, key segments from the hero will be cut into 10” ads, displaying how Monzo turns financial frustrations such as bill-splitting into hassle-free money management.
Out-of-home ads, created by Uncommon, will also showcase Monzo’s new creative platform through comparative still images, transforming a broken toilet into a beautiful bird fountain and turning freezing ice blocks into fluffy slippers.
The OOH ads are going live in cities across the UK including London, Birmingham, Glasgow and Newcastle, including a takeover of London’s Liverpool Street Station and taxis wrapped with the brand’s signature hot coral hue.
The digital bank will also be taking over the UK’s leading business paper, the Financial Times, on 14th May, with a print and digital hot coral wrap. The multi-channel campaign will also be run on radio, podcast, display, search, affiliate and various social channels.
AJ Coyne, Monzo’s VP of Marketing comments, “It’s an epic moment for Monzo as we launch our new brand platform, Money Never Felt Like Monzo, with our first ATL campaign in five years. Across the country, money evokes a variety of feelings, usually stress, anxiety, avoidance, however our customers tell us that on Monzo money feels different, so much so that they’re seven times more likely to use the word ‘love’ when describing us than any other bank. So we are delighted to be painting the UK hot coral and celebrating the fact that money really does feel better on Monzo and look forward to inviting the rest of the UK to join our community of over 9 million users in our hot coral movement.”
Nils Leonard, Co-founder of Uncommon Studio added, “Everyone talks about money, but we never talk about how money makes us feel. Monzo aren’t just making things easier and innovating in this space they are looking at the bigger picture. They are helping to renegotiate our relationship with money, and as a result our lives and dreams. Money feels better with Monzo. We are proud to partner with Monzo, the studio was built for brands that don’t just challenge their categories but change them forever.”
To find out more about Money Never Felt Like Monzo, visit https://monzo.com/.
CREDITS
Project title: Money never felt like Monzo
Client: Monzo
Creative studio: Uncommon
Director: Marie Schuller
Production Company: RSA Films
Production Company Producer: Ben Porter
Barcelona service company: Camino Films
Casting: Camino Films
DOP: Olan Collardy
Editor: Marie Schuller / D-Fran ℅ Whitehouse Post
Sound & Music: Soundtree
Colourist: James Bamford @ Rascal Post
VFX: Rascal Post
Photographer: Jp Bonino
Production Company: THE RATS
Retouching artists: Jason Cox and Declan McGurry
Producers: Paul Tobutt and Chris Green
NOTES TO EDITOR
*Monzo customers who sign up to the new Perks and Max subscriptions are able to get a free hot drink or snack every week from Greggs, as part of the benefits.
ABOUT MONZO
Monzo was founded in 2015 and now serves more than 9 million customers, making it the largest digital bank in the UK as well as the 7th largest UK bank by customer numbers. With a mission to make money work for everyone, Monzo is known for pioneering industry-first features like the Gambling Block and Call Status and co-creating with its customers to deliver products and tools that put them in control of their finances. Monzo is a fully regulated UK bank and has topped the CMA’s industry-wide poll of customer satisfaction for both its personal and business accounts for the past two years.
