International payments group Wise has launched a new multi-channel campaign, supporting its new brand platform.
The platform aims to challenge how people think about managing money and expose the hidden costs of traditional banks.
The campaign uses paired posters to show two approaches to money. One poster mimics traditional banking ads and highlights slow transfers and high fees. The second poster presents Wise as the faster and cheaper option.
The advertising positions Wise as a smarter current account for use at home and abroad. It stresses how some people overpay for slow and complicated banking services.
The campaign will run across more than 6,000 London Underground car panels. It will also appear in National Rail stations, on digital screens and at Heathrow. National press ads support the launch. Print begins on 10 April, with TV activity starting in mid‑April.
Wise has been steadily investing in its global account and international payments network.
The company has expanded its infrastructure to speed up transfers and cut costs. In recent months, it has been pushing to increase adoption of its multi‑currency account and linked debit card.
The business objective is to move beyond performance marketing to build a stronger global brand. It wants to shift customers away from traditional banks and become the default account for international money management.