Santander's Bold OOH Campaign for Edge Account

Introducing the Campaign: Transforming Perspectives on Money

In a world where money often conjures up feelings of stress and anxiety, Monzo is on a mission to change that narrative. The digital bank, renowned for its customer-centric approach, has launched its first TV ad in five years, heralding a refreshing perspective on money management.

Crafting the Narrative: From Frustration to Empowerment

Titled ‘Money Never Felt Like Monzo’, the ad campaign, crafted in collaboration with the creative minds at Uncommon agency, seeks to highlight the transformative power of positive thinking in financial matters. It’s not just about transactions and balances; it’s about changing how we feel about money altogether.

Bringing the Vision to Life: A Journey of Visual Metaphors

The ad ingeniously juxtaposes familiar scenes of financial frustration with uplifting, almost whimsical alternatives. From heated arguments melting into loving embraces to menacing spiders morphing into soothing head massages, Monzo’s message is clear: money doesn’t have to be synonymous with stress.

A Strategic Debut: Capturing Audiences Across Platforms

The hero film made its debut on ITV, grabbing the attention of viewers during a primetime slot amidst the ad break of Britain’s Got Talent. This strategic placement reflects Monzo’s intention to reach a wide audience across various platforms, including TV, video-on-demand, cinema, and YouTube.

Extending the Narrative: Beyond the Screens

But the campaign doesn’t stop there. Across the streets, billboards showcase striking before-and-after images, symbolizing the transformative effect of choosing Monzo. A broken toilet becomes a whimsical bird fountain, serving as a visual metaphor for the bank’s promise to turn financial woes into opportunities for growth and empowerment.

Making Waves in Print Media: The Hot Coral Takeover

Moreover, Monzo’s presence extends beyond the visual realm, with plans to wrap the Financial Times in its signature hot coral hue on May 14, marking a bold statement in the traditional print media landscape.

AJ Coyne, Monzo’s vice-president of marketing, emphasizes the significance of this moment for the bank: “Across the country, money evokes a variety of feelings, usually stress, anxiety, and avoidance. However, our customers tell us that on Monzo, money feels different... So we are delighted to be painting the UK hot coral and celebrating the fact that money really does feel better on Monzo.”

Embracing a New Era: Join the Monzo Community

As the campaign unfolds across radio waves, podcasts, digital displays, search engines, affiliate platforms, and social media channels, Monzo invites the nation to join its vibrant community of over 9 million users in embracing a new era of banking—one where money truly feels like Monzo.