Quilter has taken its “Money needs a plan” campaign into the real world with a striking activation at London’s King’s Cross, using a mattress stuffed with cash to highlight the amount of money sitting idle in UK savings accounts.
The installation, unveiled on 9 September, is designed to bring Quilter’s wider campaign message to life: encouraging consumers to take a more active approach to their savings and investments.
According to Bank of England data cited by Quilter, around £303 billion of household cash is currently held in non-interest-bearing accounts.
Quilter’s own research also found that 27% of Britons would rather hold cash savings than invest, while a quarter want to learn more about investing but lack the confidence to take the first step.
The campaign aims to tackle what Quilter describes as “financial imposter syndrome” – the self-doubt that can prevent people from engaging with their finances.
Rather than relying solely on traditional financial-services advertising, the King’s Cross activation uses a highly visual physical installation to make an abstract financial issue tangible for consumers.
The campaign forms part of Quilter’s broader “Money needs a plan” platform, which uses articles, guides and practical advice to encourage greater financial confidence and engagement.
Jo Harris, Chief Customer and Operations Officer at Quilter, said the company wanted to bring the problem of excessive cash savings “to life” and challenge consumers to consider whether their money is working towards their future.