Monzo has launched its first global brand platform, ‘Get busy living’, as the digital bank looks to build on its growth in the UK and expand its presence across Europe.
Built around Monzo’s mission to make money work for everyone, ‘Get busy living’ aims to show how the bank’s products can reduce the stress and complexity of everyday financial management.
AJ Coyne, group chief marketing officer at Monzo, said: “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.”
It is the bank’s biggest integrated campaign to date, running across TV, cinema, streaming platforms, radio, social media, digital and out-of-home advertising.
The films are narrated by Academy Award-winning actress Olivia Colman and feature tracks including “Teenage Dirtbag” by Wheatus, “Careless Whisper” by George Michael, “Baba O’Riley” by The Who and “Days Like This” by Van Morrison.
Alongside the advertising campaign, Monzo has launched its first-ever sonic identity.
The audio branding, titled ‘The Sound of Good Vibrations’, is inspired by the sounds within the Monzo name and will feature across future advertising and digital experiences.
The campaign will also extend beyond traditional advertising through a partnership with Davina McCall’s Begin Again podcast, alongside live experiences and social content designed to encourage people to pursue goals they may have previously delayed.
Monzo is also launching its first creator ambassador programme, working with 11 creators to showcase the everyday moments customers can enjoy when their finances are managed more seamlessly.
Launching initially in the UK, ‘Get busy living’ will roll out across additional markets as Monzo continues its European expansion.