Insight: Banking campaigns are often very focused on communicating flexibility, ease, personalisation, digitalisation, control, categorisation and visibility - so they lose sight of where true happiness lies in banking.

A campaign built around the monthly countdown to pay day.
Goal: Make Monzo synonymous with the happiest day of people’s month.

Monzo users would be given a small reward on Monzo Day each month, elevating their pay day experience. As like the seasons in Britain, good things come to those that persevere.

Execution: Countdown on socials, showing funny depictions of how poor / moneyed people are dependent on the time of the month. As well as influencer amplification pushing the countdown to Monzo Day, with information about product and payday rewards.