Monzo has launched its first above-the-line campaign in five years, aiming to position itself as a solver of money problems.
Based around the concept of “Money Never Felt Like Monzo”, the ad draws a contrast between negative and stressful experiences of money management and empowering, positive moments enabled by banking with Monzo. This aims to bring out the neobank’s innovative features, such as pots, bill splitting and early payday.
The campaign was created by Uncommon, a creative studio based in New York, London and Stockholm.
It will be activated across 14 channels, including TV, VOD, OOH, radio, podcasts, TikTok and the Financial Times.
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.”
