Europe is Open - Awareness, Interest, Consideration & Loyalty
Overview
Amidst the uncertainty surrounding the Brexit, Monese, the UK-based digital banking service, launched the "Europe is Open" Out-of-Home (OOH) campaign. This bold and timely initiative was designed to communicate a clear and reassuring message: no matter the outcome of Brexit, London—and by extension, the UK—remains open to Europe and the world. The campaign not only resonated deeply with the public but also significantly boosted brand awareness and customer acquisition for Monese.
Challenge
The Brexit referendum created a climate of uncertainty, particularly for Europeans living in the UK and those with close ties to the continent. Monese, known for its commitment to providing inclusive banking services to all, saw an opportunity to address these concerns directly. The challenge was to craft a campaign that could cut through the noise of the divisive debate, reassure existing and potential customers, and position Monese as a brand aligned with the values of openness and inclusivity.
Strategy
Monese’s "Europe is Open" campaign was strategically timed to coincide with the peak of the Brexit debate. The campaign utilized OOH advertising across key locations in London, including busy transport hubs and central areas known for their cultural diversity. The messaging was simple yet powerful: "London is Open. Europe is Open." This was more than just a slogan; it was a statement of solidarity with the millions of Europeans who call London home and a commitment to maintaining connections despite political upheaval.
Execution
The campaign’s visual identity featured bold, modern typography and Monese’s signature blue, ensuring high visibility and brand recognition. The ads were placed in high-traffic areas, maximizing exposure to both residents and visitors. Additionally, Monese leveraged social media to amplify the campaign's reach, encouraging users to share their support for an open Europe under the hashtag #EuropeIsOpen.
Impact on the Marketing Funnel?
The "Europe is Open" campaign effectively engaged customers at multiple stages of the marketing funnel, driving them from awareness to conversion.
Awareness (Top of Funnel)
The OOH ads served as a broad-reaching tool to increase brand awareness. By placing ads in high-traffic areas and leveraging powerful, inclusive messaging, Monese captured the attention of a diverse audience, particularly Europeans in the UK. The striking visual design and clear message helped establish initial brand recognition and communicated Monese's values of openness and inclusivity.Interest (Top to Middle of Funnel)
As people noticed the campaign, many were drawn to learn more about Monese. The strategic use of the hashtag #EuropeIsOpen on social media facilitated online discussions, driving traffic to Monese’s digital platforms. At this stage, Monese captured the interest of those who resonated with the message, positioning itself as a relevant and trustworthy financial service provider in uncertain times.Consideration (Middle of Funnel)
With heightened interest, potential customers visited Monese’s website or app to explore its offerings. The campaign’s message reassured users that Monese understood their concerns, especially for Europeans needing reliable banking services amidst Brexit. The campaign drove significant traffic to Monese’s digital properties, where potential customers could learn more about the company’s inclusive banking solutions.Conversion (Bottom of Funnel)
By the time customers reached the conversion stage, the "Europe is Open" campaign had effectively positioned Monese as a brand that aligns with their values and meets their specific needs. The increase in app downloads and new customer sign-ups during the campaign demonstrated its success in converting interested individuals into active users of Monese’s services.Loyalty & Advocacy (Beyond the Funnel)
Post-conversion, the positive sentiment generated by the campaign contributed to customer loyalty. The shared values and Monese's clear stand on inclusivity encouraged customers to become advocates for the brand, further amplifying the campaign’s reach through word-of-mouth and social sharing
Results
The "Europe is Open" campaign was a resounding success, achieving significant results:
Brand Awareness: Monese saw a marked increase in brand recognition, with a substantial uptick in website visits and app downloads during the campaign period.
Customer Conversion: The campaign drove a significant rise in new customer sign-ups, particularly among Europeans living in the UK who were seeking a banking solution that understood their unique needs.
Positive Sentiment: The campaign resonated with the public, generating a wave of positive sentiment on social media and reinforcing Monese’s brand values of inclusivity and openness.
Conclusion
Monese’s "Europe is Open" campaign is a powerful example of how a well-timed, values-driven marketing strategy can drive customers through the funnel—from awareness to advocacy. By addressing the concerns of its target audience head-on and positioning itself as a brand that supports a global, connected community, Monese not only strengthened its market position but also made a lasting impact on its customers. This campaign is a testament to the effectiveness of aligning marketing efforts with core brand values in times of uncertainty.