Moneysupermarket is encouraging consumers to "get money calm" in its first work from new agency Engine, after parting company with Mother London and its well-known "Epic" campaign last year.
The first ad in a complete rebranding for the U.K. price comparison website, which also includes a new visual identity, sees a consumer stressed out by bills suddenly transported to a blissfully calm state floating above the clouds, thanks to Moneysupermarket, which "lets you save a lot by doing very little."
The ad was directed by MJZ's Matthijs van Heijningen, with post-production by Framestore. While there are some surreal touches to the film--some quirky narration by "Toast of London" comedy actor Matt Berry and a parachuting cat--it doesn't have the crazy memorability of the "Epic" campaign. However, the message--reinforced by the sign-off, the brand name reinterpreted as "Moneysupermahhhh- ket"--comes across loud and clear.
It's part of an integrated marketing campaign that spans OOH, radio, press, CRM, social media and editorial content. Darren Bentley, chief customer officer at Moneysupermarket Group, says in a statement: “Our research showed that 80% of people like to feel in control of their money, but less than 10% would ever claim to feel calm about their finances. Even the most money-savvy among us finds dealing with bills stressful and that’s the insight on which we’ve built our new brand idea."
Annie Gallimore, managing director at Engine, adds: “We have known from the start of working with the MoneySuperMarket team that if we are truly to deliver on the strategy, then the promise to 'Get Money Calm’ needs to be reflected in every experience a customer has with the brand--from a piece of advertising, to checking their credit score before applying for a credit card, to running a quote for switching energy--as well as how the brand looks and sounds in its simplest forms."