Helping investors to see more than money
Moneyfarm are one of Europe’s leading digital wealth managers. The company was founded in 2011 in Milan with a simple vision – to help people improve their financial well-being by making personal investing straightforward and accessible through technology.
After a low-key launch in 2016, awareness of Moneyfarm in the UK was low, however the Covid pandemic has caused many people to rethink how they live their lives both personally and professionally, which gave Moneyfarm the opportunity to present a different approach to investing and wealth.
We were asked to create a brand campaign to help Moneyfarm speak up about who they are, and what investing can do for individuals, families, and the wider community.
• Our first task was to explore how we could visually and verbally create an impactful, emotive campaign that differentiated the Moneyfarm brand.
• We wanted to channel Moneyfarm’s Italian heritage and quality, their simplicity and service standards, and to create a campaign that tuned into the aspirations and goals of our target audience.
• This led us to create a high-impact illustration style and messaging, which gave us a powerful way to communicate confidence, security and meaning to potential and existing investors.
Moneyfarm’s research showed that around 30% of Brits have reassessed their financial goals during lockdown, meaning that wealth management companies have a greater responsibility to help give customers confidence in their financial decisions.
For Moneyfarm, the pandemic provided an opportunity to refocus on their core brand values of simplicity, expert guidance, and an accessible investment strategy.
Our target audience were curious, busy go-getters looking for experts who matched their personality – pragmatic yet visionary. For the campaign, we used a more attitudinal and behavioural approach to targeting, by overlaying existing demographic targeting with personality traits and emotional targeting. For our audience, wealth means so much more than just money.
We created a multi-channel campaign to run across OOH London bus networks, complemented by digital and social advertising. The campaign highlighted how simpler investing could have a positive, long-term impact on financial wellbeing, sharpening the focus on what investing can achieve for customers as they reassess their financial goals.
The campaign targeted curious and busy optimists, exploring how investing can create a sense of achievement, as well as the freedom to pursue life goals or facilitate a greater work-life balance. Using a specially commissioned illustration by Mantas Tumosa, the work taps into emotive storytelling, using high-impact motivators to deliver the core campaign message of ‘See more than money’.
A campaign landing page provided an interactive opportunity for potential investors to explore their attitudes to investment, and the benefits of choosing Moneyfarm.