Engine’s Moneysupermarket rebrand employs a parachuting cat to help us ‘Get Money Calm’
It’s strange to think of Moneysupermarket no longer being prefaced with “You’re so…” but here it is, the much-anticipated follow up to one of the best-known ad campaigns of the last decade.
Well, it’s not quite here yet, but we do have a couple of images from Engine’s new 60-second ad, which breaks on Saturday night during “The Voice” on ITV.
Engine took over from Mother on the business towards the end of last year with a brief to update the brand and its message. The new campaign is designed to throw off the grubby price comparison reality, elevating Moneysupermarket into a personalised service that guides customers through their finances and helps them to “Get Money Calm.”
Darren Bentley, chief customer officer at Moneysupermarket Group, said: “Our research showed that 80% of people like to feel in control of their money, but less than 10% would ever claim to feel calm about their finances. Even the most money-savvy among us finds dealing with bills stressful and that’s the insight on which we’ve built our new brand idea.
“Our role is to remove the sources of financial anxiety and help our customers ‘Get Money Calm’. That’s the idea behind our new advertising campaign but, more importantly, it will also drive our end-to-end customer experience and our product innovation. We want to offer our customers more clever ways to save a lot by doing very little.”
Engine has created a whole integrated campaign that introduces a whole new customer experience as well as a new brand positioning.
Annie Gallimore, the agency’s managing director, said: “We have known from the start of working with the Moneysupermarket team that if we are truly to deliver on the strategy, then the promise to ‘Get Money Calm’ needs to be reflected in every experience a customer has with the brand – from a piece of advertising, to checking their credit score before applying for a credit card, to running a quote for switching energy – as well as how the brand looks and sounds in its simplest forms. A brand transformation of this scale has taken time and close collaboration with Moneysupermarket – and this is just the beginning. It’s a real team effort that reflects the way that modern brand-agency relationships can work at their best.”
