The Unstoppables
The campaign's hero film, bringing Monese's borderless banking proposition to life.
Monese: An integrated campaign that doubled its user base.
Double W worked with Monese, the mobile money service built for people living and working across borders, to accelerate customer acquisition. We created and delivered an integrated UK and European campaign spanning strategy, creative, production and media, helping Monese grow from one million to two million users in eight months.
- Client
- Monese
- Sector
- Fintech
- Markets
- UK and Europe
- Campaign dates
- 2019–2020
- Campaign type
- Integrated brand and acquisition
- Channels
- OOH and DOOH, London Underground, taxis, experiential, digital and earned media
- Double W services
- Strategy, creative, production, media planning and media buying
- Commercial objective
- Accelerate customer acquisition and European growth
Stand apart in a crowded fintech market.
Monese had been created for newcomers, internationally mobile workers and people underserved by traditional banks. But the challenger banking category was filling quickly, with competing brands making similar product and feature claims.
The commercial task was bigger than awareness. Monese needed a distinctive position that could drive customer acquisition, support growth beyond the UK and give people a memorable reason to choose it over both established banks and other fintech challengers.
Make borderless banking feel like the obvious choice.
The campaign focused on people whose lives, work and money crossed borders. They needed banking that reflected how they actually lived, but the category often spoke to them through functional product features rather than a recognisable point of view.
Our job was to turn Monese's practical difference into an emotional and cultural choice: a confident alternative for people who didn't fit the assumptions of traditional banking.
Position Monese as the anti-bank alternative.
We built the campaign around Monese's willingness to embrace the uncertainty traditional banks avoided. Rather than compete through another list of features, the brand would take a clear, culturally relevant position around freedom of movement and life across borders.
OOH, DOOH, experiential and digital activity worked together to create public moments people would notice, share and discuss. Media planning and buying concentrated the campaign in high-attention locations and environments where Monese's internationally minded audience was already moving.
Whatever happens. Whatevz, innit.
The creative platform gave Monese a distinctive voice that could respond to the political and cultural uncertainty surrounding Brexit without becoming another piece of financial advertising.
We reworked the familiar Brexit bus into a Monese acquisition message, created the outward-looking “Europe is Open” campaign across transport and digital formats, and staged a fake meteor strike outside King's Cross. Each execution turned a serious financial proposition into something immediate, provocative and shareable while retaining one consistent brand character.
From strategy and creative through to production and placement.
- Audience and market planning
- Campaign and brand strategy
- Proposition and messaging
- Creative concept development
- Copywriting
- OOH creative and production
- Experiential production
- Artwork adaptation and versioning
- Media planning and buying
- Campaign delivery
Creative adapted for the media, not squeezed into it.
The campaign was brought to life through a hero brand film and versioned for the individual requirements of TfL and digital out-of-home formats.
TfL escalator ribbon
A wide-format animated ribbon designed for the continuous advertising space alongside a TfL escalator.
Europe is Open / DX3
The Europe is Open campaign adapted as a longer landscape digital execution.
Digital 6-sheet
A vertical digital 6-sheet version built for portrait screens and street-furniture environments.
Escalator panels in action
Live footage showing the Monese creative working across a sequence of TfL escalator panels.
Digital Gateway
A ten-second Digital Gateway adaptation carrying the campaign platform into another high-footfall format.
One campaign, built to travel.
Double W handled strategy, creative, production, media planning and media buying across the 2019–2020 campaign. The work ran across OOH and DOOH placements, London Underground environments, taxis, experiential activity and digital channels in the UK and Europe.
We developed the central platform, produced the physical and digital executions, adapted artwork across formats and planned the placements around the audience and acquisition objective. Earned coverage extended the campaign through Bloomberg, The Drum, The Next Web and LBB.
User base, from one million to two million in eight months
Daily sign-ups following the campaign
Of Monese's growth coming from Europe by late 2019
Growth with commercial consequence.
Monese grew from one million to two million users in eight months, with sign-ups exceeding 3,000 a day following the campaign. By late 2019, Europe accounted for 75% of the company's growth. This commercial momentum also formed part of the wider growth story around Monese's $60 million Series B funding round.
Take the idea from brief to live.
Strategy, creative, production and media, handled by one accountable senior team.
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