Monzo might be one of the UK’s biggest digital banks but it is eyeing further growth with the launch of its first global brand platform as it gears up for international expansion.
“Get busy living” highlights how Monzo makes money work effortlessly in the background, so customers can focus on doing the things they love most as well as how the bank has evolved from a disruptive fintech challenger into a well-established brand.
The activity has been devised by BBH London in partnership with Monzo’s in-house creative studio and social content agency Nusa Studios, with media planning by Starcom.
Directed by acclaimed filmmaker Daniel Wolfe, the campaign features 10 cinematic single-shot films celebrating life’s everyday moments, from sneaking home after date night and making your daughter laugh at bathtime to singing your heart out in the driver’s seat of a van. Throughout each story, Monzo quietly appears in the corner of the screen, demonstrating how features like Salary Sorter, Joint Accounts and Monzo for Under 16s take care of money in the background while life takes centre stage.
Narrated by Academy Award-winning actress Olivia Colman, the films are set to iconic tracks including Teenage Dirtbag by Wheatus, Careless Whisper by George Michael, Baba O’Riley by The Who and Days Like This by Van Morrison, designed to bringing warmth, humour and optimism to the platform.
Monzo’s biggest integrated brand campaign to date, it spans TV, cinema, SVOD, BVOD, radio, social, digital and out of home. It also introduces Monzo’s first-ever sonic identity, developed with Sonicbrand. ‘The Sound of Good Vibrations’ takes inspiration from the brand name. The “mmm”, “zzz” and “ooo” combine to create a recognisable sonic logo and audio identity that will feature across Monzo’s advertising and, over time, throughout the app itself.
‘Get busy living’ extends into culture through a strategic partnership with Davina McCall’s ‘Begin Again’ podcast, featuring original content and live experiences that encourage people to finally do the things they’ve always wanted to do but haven’t yet got around to.
Across Monzo’s social channels, the campaign will come to life through an ongoing programme of storytelling and the brand’s first-ever creator ambassador programme, in partnership with creator marketing agency, Influencer. Eleven hand-picked creators will help celebrate the everyday moments customers unlock when money quietly works in the background.
The activity directly mirrors Monzo’s growth trajectory. Welcoming thousands of new customers every day, the bank has become profoundly integral to the daily financial lives of over 15 million people and businesses who now trust Monzo with more of their financial ecosystem than ever before.
Today, Monzo helps customers budget, save, borrow, invest, track their mortgage and plan for retirement. Across every product, the goal is the same: helping people feel more confident and in control of their money, while removing the friction and anxiety of financial admin.
Monzo group chief marketing officer AJ Coyne said: “The best banking experience is the one that gives you total control without demanding your constant attention. For too long, the default state of banking has left people feeling like money is just something that happens to them. But we know the incredible power that is unlocked by confidence, agency and seamless tools.
“Today, customers trust us with more of their financial lives than ever before, and ‘Get busy living’ reflects that evolution. It’s about giving people the time back, to focus on the people, passions and moments that matter most.”
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