Raisin UK has launched a new brand campaign designed to encourage more consumers to make the most of their savings, following the appointment of integrated marketing agency Ponderosa as its UK creative and media partner.
The campaign aims to tackle the inertia that often prevents savers from switching accounts, positioning Raisin as a simple way to compare and open savings accounts from a range of providers.
Developed through a fully integrated approach spanning research, strategy, creative and media, the campaign is built around the idea that smarter saving should feel effortless.
Running across television, social media, out-of-home advertising and performance digital channels, the campaign has been tailored to each platform while maintaining a consistent brand message.
The work seeks to increase awareness of Raisin in the UK and demonstrate the benefits of actively managing savings in a higher interest rate environment.
Robyn Demming, B2C Lead at Raisin UK, said: “We appointed Ponderosa because their approach was genuinely integrated. Their divergent thinking reframed the challenge and strategy, creative and media came together as one answer to the brief.
The result is smart thinking that emphasises the real benefits of Raisin without getting in the way of them.”
Ponderosa secured the account following a competitive three-way pitch and was tasked with helping the savings platform stand out in a crowded market.