Monzo’s ‘Year in Monzo’
- ClientMonzo
- ObjectiveGet national attention for Monzo's "Year in Monzo" feature and broader spending trends
Objective
To raise awareness and secure national coverage on the ‘Year in Monzo’; a feature for Monzo customers which revealed their personal 2025 spending review, while also highlighting the national spending trends captured by the online bank, and how these fed into pop culture moments throughout the year.
Strategy
With limited access to a branded voice and no option of a 3rd party spokesperson, we developed a strategy to create newsworthy headlines from Monzo’s cultural spending data that we knew would have talkability for national broadcasters to discuss on air themselves, such as the fact £50k was spent on Labubus, £10m on Lime Bikes during the summer of tube strikes, and £210m spent on resale platforms such as Vinted.
We targeted lifestyle programmes who dissect news of the day and have debates live on air, highlighting the talkability of Monzo’s spending data. We also approached hard-news programmes with the offer of speaking with AJ Coyne, Monzo’s Marketing VP who could discuss the impact of the ‘Year in Monzo’ live on air. Lastly, we created digestible data points specifically for bulletin producers both nationally and on the regional level.
Impact
We secured a discussion segment on Lorraine, who dissected Monzo’s findings live on air, as well as securing interviews for Monzo’s branded voice on Sky News Mornings with Ridge and Frost and BBC Radio London breakfast. The ‘Year in Monzo’ was also mentioned during bulletins on ITV London, Capital, Capital XTRA, Heart London and Magic Tyne & Wear. Compared to the benchmark expected from the initial campaign brief, this campaign landed in the top 2% of all Broadcast Revolution campaigns.
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