Seeing more than money for Moneyfarm
Moneyfarm is an online investment platform that employees real advisers to guide their customers. Founded in Italy, they are hugely successful in parts of Europe but not yet in the UK.
Near the end of 2020, whilst the global pandemic was at full force, I led a successful pitching team in winning the opportunity to re-launch Moneyfarm in the UK with a new multi-channel brand campaign, followed by an ISA campaign in the early part of 2021. This has since led to the roll-out of an entire brand refresh in the UK.
The initial campaign focuses on what investing can achieve for customers as they reassess their financial goals due to the global pandemic. It aims to connect with those investors with the unique positioning of ‘seeing more than money’.
Illustrated by Mantas Tumosa, the campaign highlights how simpler investing can impact financial wellbeing long-term. Each illustration taps into emotive storytelling, using ‘high-impact motivators’ to deliver the core campaign message.
The ‘high impact motivators’
Confidence in the future
Balance/sense of well-being
Feeling secure to pursue goals without worry
Meaningful life beyond money
The campaign that ran across out of home and bus networks, as well as TV, digital and social advertising, marks Moneyfarm’s biggest marketing drive since its UK launch in 2016.
‘Sound of more’ TVC
What would ‘more’ sound like for a Moneyfarm customer? What would it feel like? Produced in just 4 weeks, the 30 second TVC stemmed from these ideas and sought to create a strong emotional connection to the benefits of opening a stocks and shares ISA, whilst also defining the qualities that made this ISA so different in a highly competitive marketplace. Working closely with Art and Graft to a tight deadline, the ad was delivered on time, on budget and has since exceeded effectiveness expectations.
