In the ever-evolving landscape of digital wealth management, Moneyfarm takes a strategic leap forward with a dynamic advertising campaign, anchored by the powerful tagline ‘Wealth, together.’ Crafted by Fold7, the campaign’s TV commercial unveils a fresh narrative, positioning Moneyfarm as more than just a digital wealth manager but as a total wealth partner, a commitment aimed at enhancing the investor experience.
Appointed as the agency of record in 2023, Fold7 collaboratively worked with Moneyfarm to translate their new brand identity and manifesto into a compelling TV campaign. Scheduled to debut on screens in both the UK and Italy from January 15th, the campaign unfolds as a distinctive initiative in a competitive environment, emphasizing Moneyfarm’s unique hybrid model.
At the heart of the campaign is the illustration of Moneyfarm’s approach, showcasing the synergy of smart technology and human expertise. The narrative unfolds through a simple yet powerful mechanic, demonstrating how the amalgamation of these two elements results in an investment experience that transcends conventional boundaries.
The protagonist of the series of TV, social, and digital edits is faced with everyday choices, each presenting a ‘best of both’ scenario. The campaign cleverly uses relatable situations, starting with simple choices like ice cream or coffee, a classic jacket or something more flamboyant, and a motorbike ride or a game of golf. As the narrative unfolds, the character’s ‘best of both’ options evolve, showcasing the breadth of possibilities that Moneyfarm’s model affords.
The 30″, 15″, 10″, and 6″ TV spots, along with their social and digital counterparts, artfully depict how the protagonist’s ‘best of both’ keeps getting better, ultimately revealing that choices don’t need to be mutually exclusive. The character, laden with a world of ‘best of both,’ exemplifies the core principle of Moneyfarm’s hybrid model – the ability to have the benefits of both worlds.
The campaign takes a playful and distinctive approach, breaking away from category traditions. It seamlessly communicates the idea that investors can enjoy the advantages of both smart technology and expert human guidance, challenging the notion that these aspects are mutually exclusive.
Published in Italy and the United Kingdom in January 2024, the ‘Wealth, together’ campaign not only showcases Moneyfarm’s commitment to innovation but also positions the brand as a true partner in the wealth journey of its investors. By embracing the ‘best of both’ philosophy, Moneyfarm seeks to redefine the investor experience, creating a synergy that combines the strengths of technology and human insight for a more comprehensive and rewarding approach to wealth management.