MoneyOwl wises up with new brand campaign from e Singapore
MoneyOwl, Singapore’s first bionic financial advisor, has launched a straight-talking brand campaign featuring folksy financial wisdom for the man in the street.
Established in 2019, MoneyOwl is a joint venture between NTUC Enterprise Co-operative and wealth advisory firm, Providend, with a social mission to help working families achieve financial security. Thanks to its unique ‘bionic platform’ integrating technology with human advisory, MoneyOwl makes financial planning accessible to the masses with lower fees.
“Anyone can invest. But not everyone invests wisely,” says Chuin Ting Weber, Chief Executive Officer and Chief Investment Officer of MoneyOwl. “Successful investing isn’t timing the market or jumping on the hottest stock. It’s about getting the right advice so your money grows gradually over time to meet your financial goals and retirement needs.”
“Our campaign is designed to connect with various target groups, from first-jobbers to novice investors to pre-retirees,” continues Weber. “We want to speak, matter-of-factly, to them and offer practical solutions, such as planning for their financial future and getting started from as little as $50 a month.”
“Most people think financial planning is the preserve of the rich,” adds Eugene Cheong, Founder and Creative Director of independent agency, e. “MoneyOwl aims to make financial wisdom accessible to all Singaporeans, so no-one gets left behind.”
“The campaign is plain-speaking, truth-telling and thought-provoking as it seeks to rouse Singaporeans from the inertia of financial fatalism and nudge them into financial planning. If your goal is to retire well, you have to start with a plan.” continues Cheong. “As we all know, the hardest thing for a human being to do is to get started.”
The MoneyOwl campaign, consisting of a series of print and poster ads and brand videos, breaks this week across out-of-home and digital channels.
VIEW THE FIRST BRAND FILM
VIEW THE SECOND BRAND FILM
VIEW THE THIRD BRAND FILM
Credits
Client: MoneyOwl
Marketing Team: Rachel Huang, Bunnarith Lo, Cherie Tan
Agency: e
Creative Director: Eugene Cheong
Video Production: Ric Tang / Tangography
Photography: Ric Tang / Tangography
Media: InstaMedia Labs
10 Comments
Sweeeeeeeeeeeeeet bro
I like it. Feels very 90s advertising. Old school.
Well done Eugene.
This is what happens when you do not have to answer to anyone but the client. Long live independent agencies. Ogilvy himself would be proud Eugene.
They took the most important aspect of the proposition and hid it in the press release:
“MoneyOwl makes financial planning accessible to the masses with lower fees.”
Instead they went with a campaign of generic scaremongering. If the target is
‘masses’ it’s safe to assume many of them won’t even get these ads. (upgrading despair
is the national motto, lol)
I would have loved to see a more digital-first and customer centric approach. This is more
analog and personal tastes first approach. These days everything can and will be measured.
It will all come out in the wash, as they say.
Kopi Vs Latte. Works. All the advertisements work for the masses. Elegantly headline perhaps borderline. Your suggestion for click bate? BBH’s outdoor campaign NTUC insurance is in the same realm. One of the few campaigns I recall in this market.
Broad audience vs Narrow audience. Targeting vs Reach. A new brand needs to reach a broad audience before they have the stature to target a narrow audience. Marketing 101, surely?
Great job Eugene, well done, excellent.
Similar to how BBH’s running app came about because “a certain running shoe brand” rejected their previous proposal, this has an “originally meant for other bigger bank” written all over it.
The layouts, it’s what you get when a copywriter does his own art direction.