Monzo shows the love in first TV campaign in five years

Monzo, the UK’s largest digital bank with more than 9 million customers, has launched a new nationwide ad campaign in which negative and stressful feelings associated with money management are juxtaposed with empowering, positive emotions enabled by banking with Monzo.

The first work from Uncommon Creative Studio, Money Never Felt Like Monzo is spearheaded by a 60″ film where 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.

Running across TV, VOD, cinema and YouTube, key segments from the film will be cut into 10” ads, displaying how Monzo turns financial frustrations such as bill-splitting into hassle-free money management.

Out-of-home ads, also 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 Financial Times, on May 14, with a print and digital hot coral wrap. The multi-channel campaign will also run on radio, podcast, display, search, affiliate and various social channels.

Monzo’s VP of marketing AJ Coyne said: “It’s an epic moment for Monzo as we launch our new brand platform, with our first TV 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.”