“Sail Through Your Business Banking”: driving awareness and consideration of Monzo's Business Bank Account with an integrated campaign, applying a B2C approach with a B2B audience
MONZO BUSINESS
STRATEGY | CREATIVE | PRODUCTION | ANIMATION | SOCIAL | ADVERTISING | PERFORMANCE | DESIGN | B2B | MARKETING
Overview January to March is key for business banks in the UK - with an influx of new registrations and tax season, business owners are hyper focused on their finances.
For our latest campaign in our ongoing relationship with Monzo Business, we were tasked with cutting through with relevant messaging that would appeal to those with business finance on their mind, and position Monzo Business as the best option for your financial year ahead.
Objectives To continue to raise awareness of Monzo Business among micro-businesses, and drive consideration at a time when seasonal demand for business banking is at its highest.
Strategy When business finances are taking up a lot of time and mental space, position Monzo Business as the account trusted by over 350,000 businesses to make it all straightforward.
We needed both to raise awareness of Monzo’s business bank accounts and show audiences why Monzo is the right choice for them. For this, we drew on a wealth of qualitative research collected during our interviews with Monzo’s current micro-business clients, and used this to segment our audiences into three ‘money mindsets’. This segmentation then directed our messaging, choosing feature and benefit combinations that help solve specific problems to the different groups - creating value for the audiences watching.
From this, the overall message whatever your business, Monzo makes running it easier, and proof point trusted by 350,000 businesses, emerged to lead the creative wrapper.
Our idea Sail through your business banking. An animation-led through-the-line campaign on VOD, paid social, digital and Spotify, driving both awareness and consideration through tailored product points and reasons to believe. Monzo’s personal brand is unconventional, warm and emotional. We brought this tone into the campaign for Monzo Business — marrying a playful tone with serious content, and a handmade, animated look and feel.
It’s still Monzo but for businesses.
