money.co.uk came into the Fold with a big ambition: to move from being Britain’s 6th price comparison website into the top 3 in 3 years. However, with the big players like Compare the Market and Moneysupermarket outspending them by a factor of ten, money.co.uk would need a solution that worked a lot harder and smarter.
INTO THE FOLD
Our approach was to celebrate being the second place people check, building momentum among a millennial audience looking to control their financial futures. Being second was not only more realistic, it was more commercially savvy because people tend to commit to an offer on the second site. The ad tapped into existing “checking” behaviour in every day life and satisfies the audience’s need to feel in control of their finances and be absolutely certain they’re getting the best deal. We challenged consumers to fight back against the big guns and to opt for money.co.uk which checks more financial products than anyone else in the market.
The TV and radio activity is supported by VOD, online video, sponsorship idents, digital and digital OOH. The work has exceeded KPI’s for YouTube views by 120% and has seen a 29% view-through rate – well above the industry average of 10%. On top of that, the ad received a 5* review on David Reviews and featured in The Drum’s top picks for creative work of the week.