Who Calls a Cat Wayne? Moneybox Teams with 20something to Launch Latest Campaign

With the festive season behind us, and the UK's health metrics on overdrive - diet, booze, exercise and of course, finances - creative studio 20something has launched a new brand campaign for digital wealth manager, Moneybox.

Following a pitch in September 2021, the business appointed 20something to help them with the next step of the brand’s evolution. The pitch brief was to shift perceptions of the brand from its early identity as a round-ups focused saving and investing app, to a more holistic digital wealth manager providing a range of products and services including Stocks & Shares ISAs, Lifetime ISAs, GIAs, Mortgages and Pensions, helping people build wealth with confidence throughout their lives. 

20 something’s pitch-winning platform was ‘Moneybox Stories’. The work uses much-loved personal items, and the odd furry friend, to tell tales of financial progress for several Moneybox customers. The shift presents the brand as a long-term financial partner, at each customer’s side as they work towards turning their money into something greater, whether that’s buying a house, building a retirement fund worth waiting for or growing their money through investing.

Shot by Jennifer Sheridan, at Park Village, the campaign comprises three 30-second TVCs (and 3 x 10-second TVC cutdowns), with OOH and social activations set to follow. Across these films viewers meet a cat named Wayne, a chintzy second-hand armchair and an Aztec travel bag (patiently waiting in an airing cupboard for the global-galavanting of its owner's retirement to begin). The campaign was developed to convey the notion of personal financial progress and the rewards which can be enjoyed when people invest in their future.

Hannah Allen, brand and creative lead with Moneybox, commented: “Moneybox is here to help people turn their money into something greater, whether that’s growing their money through investing, buying a home, or building a retirement fund worth waiting for. Taking inspiration from our real customers, these ‘Moneybox Stories’ have helped bring this brand promise to life.

"20Something’s creative-client relationship allowed us to work in a really collaborative and productive way. The series of adverts focused on three different customer stories launched in time for New Year and we’re already seeing great results.

"Moneybox is growing rapidly with more than 700,000 customers choosing to invest more than £2bn across a range of saving and investing products. We look forward to welcoming many more customers in the year to come.” 

Anisha Obeng, business director at 20something said: “The idea of “stories” is important. We wanted to communicate that it’s not immediate, lavish returns, but an essential journey and growth that develops over time. The idea of “stories” also adds a warmth and humanity to what is often a dry and bewildering finance category. It’s important these stories centre on relatable characters - people just like us. The average person doesn’t want to be the next Wolf of Wall Street. They want a secure, healthy return on their investment and future financial security."

Elliott Starr, head of copy at 20something and creative behind the campaign says: “It's always an interesting challenge to sell the intangible. An ISA. A Mortgage. A pension. They're distant digital savings. Little ones and zeros floating in a far-off financial cloud. It can be hard to generate emotion in people toward them. Yet they are some of the most important things we will ever own. The building blocks of our lives. What's more, they take us on a journey. It’s the universal story. Read the odd book. Get your head down. Work hard. Save. Live within one's means. If the wind blows in the right direction, following this narrative, one should end up with more than they started out with. But what we found really interesting was the tendency for people to pick up objects and trinkets along the way, and for these things to “see” them grow, and change. (For some strange reason, I still have the end of a gatepost I found in my garden, in my grotty university house.) Once we landed on that idea, the scripts were an absolute joy to write. Another successful, collaborative project. Moneybox were a joy to work with, and having used the app for years, I know it’s a great product.”