Credit app TotallyMoney has today (3 January) unveiled a new TV and online promotional campaign that aims to show that with the right guidance and support, people can unlock their full potential.
Developed in partnership with independent creative agency St Luke’s, the campaign is set to be spearheaded by a new 30-second spot titled ‘You’ll Totally Get There’.
The vividly-animated film draws attention to TotallyMoney’s free credit report and personalised plan, aiming to resonate with people who are working hard to achieve their financial goals.
With planning and buying handled by media firm Electric Glue, the three-month campaign will run nationwide across television, video-on-demand and YouTube until the end of March.
This latest push was launched after TotallyMoney research indicated that up to 20 million UK adults are currently financially under-served, an increase of 50% in just six years.
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“At TotallyMoney we’re on a mission to help everyone move their finances forward. Our focus is on the 20 million UK adults who are otherwise overlooked and under-served by the financial services industry,” TotallyMoney chief marketing officer, Rebecca Shears said.
“We understand the needs of real people and the challenges facing them — and as part of our new brand focus, we’ll be telling human stories with a more emotive approach.
She continued: “The tone of this new campaign reflects TotallyMoney’s understanding of our customers and how they’re feeling in the current economic environment. It encapsulates the work we do by providing people with support and personalised plans to help them reach their financial goals, whatever they may be.”
‘You’ll Totally Get There’ marks St Luke’s inaugural piece of work for the credit app since securing its creative account in July 2022 following a competitive pitch process.
St Luke’s chief creative officer, Al Young added: “Most campaigns in this sector suggest improving your credit score is a bit of fun. This is out of step with the real experience of trying to borrow affordably. TotallyMoney understands exactly what their customers are going through, and we set out to create a campaign that dramatised that.
“Lobo, our production partners, have created beautiful, painterly illustrations and animations that reflect the struggle of improving your credit score with both sensitivity and a sense of undimmed optimism.”
