Fintech app Plum has this week launched a new integrated campaign to help people deal with the cost-of-living crisis by more effectively managing their finances.

Working with creative outfit Founders Makers, Plum’s latest promotional push is centred around a series of TV and digital assets, spearheaded by 30-second spot.

Having first aired shortly after the new year, the brand’s ‘Money Motivated’ creative will be supported by digital activity across the YouTube and Meta platforms.

“We love the work that has been created by Founders Makers. They understood that we needed to land this new positioning, to ensure we achieve our ambitious growth plans for the year, and they have delivered beyond our expectations,” Plum marketing director, Olesya Nesterova said.

“Plum can help people in various ways with their money, whether it’s saving, investing or budgeting, so we’re particularly pleased the ad showcases our holistic offering so effectively. From the get go they understood the challenges that we, as a scaleup, face, and consistently brought creative solutions to the table.”

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Plum’s new ‘Life Flows when your Money’s Motivated’ brand positioning was sparked after research indicated that up to 45% of Britons don’t feel confident in managing their money on a daily basis, with 16 million UK adults admitting that they have low financial wellbeing.

Founders Makers account director, Matilda Niven added: “It was a pleasure working with the team at Plum on ensuring we landed their new positioning, and communicated their holistic offering. We went from briefing to delivery of final creative in under 7 weeks, which is testament to both teams’ mindsets.

“The creative is energetic, approachable and showcases Plum as the enabler of money confidence as our character takes on life with the smart money app in their pocket. We can’t wait to watch it on our screens!”