Get Busy Living: Monzo Launches Biggest Brand Refresh

Monzo is using its new campaign to enter a bold new chapter of advertising and integrates sonic branding for the first time to reflect growth trajectory 

Think of a bank that never stops outdoing itself with its advertising – you reach Monzo. Launched 27 July, Monzo has announced its first global brand platform with its biggest ever integrated campaign to go with it.

Preparing to pursue a huge opportunity in the UK and across Europe, the digital banking campaign celebrates how Monzo makes money work effortlessly in the background, while customers focus on doing the things that matter to them most.

Monzo encourages customers to ‘Get Busy Living’

Payday is a good day for anyone and a good chunk of time is spent dividing it up into several expense pots and begrudgingly paying towards your rent or mortgage – but is this really all people are living for?

Monzo is placing its ‘salary sorter’ product at the forefront of the campaign. It shows how the bank can reduce the stress and organisation required for everyday financial management. 

AJ Coyne, Group Chief Marketing Officer at Monzo says: “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.” 

Monzo has become an integral part of over 15 million people’s daily financial lives, and AJ emphasises that its global launch is built around the sole idea of giving customers more time for them – their hobbies, their interests and their family.

The campaign is brought to life through advertising stills and 10 cinematic single-shot films distributed to TV, cinema, streaming, radio, social media, digital and Out of Home advertising.

BBH London took creative development of the adverts in partnership with Monzo’s in-house creative studio and social content agency NUSA Studios.

Directed by Daniel Wolfe, each short film is less than a minute long and focuses on a relatable everyday moment while Monzo’s services work for customers unobtrusively in the background. The advertisements reflect how carefree customers are when banking with Monzo, thanks to its customer-centric approach in its services.

The campaign is given a subtle pop-cultural theme with nostalgic soundtracks such as George Michael’s Careless Whisper and Wheatus’ Teenage Dirtbag.

Monzo go all in to lead European markets

Monzo’s ultimate goal is to help people feel more confident and in control of their money, while removing the friction and anxiety of financial admin work. 

After delivering its biggest advertising launch to date, Monzo is far from done. The scale of its campaign directly mirrors Monzo’s exciting growth trajectory and to reach larger markets across Europe.

The digital bank has spent more than a decade evolving from a disruptive fintech challenger into a well-established bank that is distinguishable across the UK. Characterised for rewriting the rules of digital banking and its much loved coral cards, Monzo have also experimented with sonic identity for its launch.

Developed with Sonicbrand, ‘The Sound of Good Vibrations’ takes Monzo’s distinctive brand name and combines optimistic emphasis on its letters to create a recognisable sonic logo and audio identity. This will feature across Monzo’s advertising and eventually throughout the app itself.

Monzo is also employing its first creator ambassador programme, working with 11 hand picked content creators that reflect the Monzo brand seamlessly. The creators will urge audiences to ‘Get Busy Living’ by showcasing the everyday moments that can be enjoyed when their finances are managed more seamlessly.

AJ adds: “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.”

‘Get Busy Living’ has been launched across UK markets earlier this week, with future markets to follow as Monzo continues its expansion to Europe. 

The campaign will unfold through storytelling that will help people discover not just what Monzo does, but the impact it can have on their relationship with money and everyday life.