Monzo runs first TV ad in five years and highlights positive thinking
‘Money Never Felt Like Monzo’ was created with ad agency Uncommon.
Monzo has launched its new, UK-wide, above-the-line campaign. The digital bank, which boasts 9 million customers, is highlighting the negative and stressful feelings associated with money management.
In the spot, these emotions are juxtaposed with empowering, positive ones. For example, frustrated arguments become loving embraces, tarantulas turn into head massagers and nails on a blackboard become a harpist’s gentle strums.
Nils Leonard, co-founder of Uncommon Studio, commented: “Everyone talks about money, but we never talk about how money makes us feel. Monzo isn’t just making things easier and innovating in this space, it is looking at the bigger picture. It is 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.”
The hero film was teased on ITV before its primetime launch during the Britain’s Got Talent ad break over the weekend. It will live across TV, video-on-demand, cinema and YouTube.
To coincide with the ad, a series of billboards showcase comparative still images, such as a broken toilet becoming a beautiful bird fountain.
Additionally, Monzo will take over the Financial Times on May 14 with a print and digital hot coral wrap.
The campaign will also run on radio, podcast, display, search, affiliate and social channels.
AJ Coyne, Monzo’s vice-president of marketing, said: “It’s an epic moment for Monzo as we launch our new brand platform, ‘Money Never Felt Like Monzo,’ with our first above-the-line campaign in five years. 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 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.”
According to the brand performance platform Kantar Marketplace, this ad is extremely impactful and viewers are very likely to remember Monzo after watching it, building on long-term equity for the digital bank.