Monzo Campaign Turns Money Dread into Banking Dreams

Today, Monzo, the UK’s largest digital bank with more than nine 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.

Delivered by creative studio Uncommon, the 60” hero film, directed by RSA’s Marie Schuller, 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.

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 nine 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.”