Meteorite Stunt for Monese
Overview
As Brexit stirred anxiety across the UK, Double W Worldwide collaborated with Monese to create a bold and unforgettable stunt: the "Meteorite Stunt." This creative campaign leveraged humor and fear to highlight the absurdity of Brexit scaremongering while reinforcing Monese's message that, regardless of the political chaos, their services would remain steadfast and reliable. The stunt captured widespread attention, elevating Monese’s brand visibility and driving significant customer engagement.
Challenge
Brexit discussions were saturated with sensationalist headlines, leading to heightened public anxiety. Amidst this atmosphere of uncertainty, Monese wanted to break through the noise and offer a lighter perspective on the situation while still addressing the underlying concerns of its audience. The challenge was to craft a campaign that could cut through the overwhelming negativity, engage people in a memorable way, and emphasize Monese's resilience and reliability.
Strategy
Double W Worldwide devised a unique approach: to humorously exaggerate the scaremongering surrounding Brexit. The concept was built around the idea that if the UK were to “fall off a cliff” with a no-deal Brexit, the country would lose its connection to the European Space Agency’s meteor surveillance. This, in turn, could mean missing a life-threatening meteor hurtling towards London—specifically, King’s Cross. The underlying message was clear: while the fears around Brexit might be overblown, Monese would continue to offer a stable and reliable banking service no matter what.
Execution
The campaign centered on an elaborate and attention-grabbing stunt. A meteorite, supposedly the one "missed" due to the lack of European surveillance post-Brexit, was staged to have crashed near King’s Cross. The scene was designed to look as realistic as possible, complete with smoke, debris, and a cordoned-off area to attract onlookers and media attention. Alongside the stunt, Monese’s branding was prominently displayed with messaging that reassured the public of their ongoing commitment to providing inclusive banking services, no matter the political climate.
Impact on Marketing Funnel
The "Meteorite Stunt" effectively engaged customers across multiple stages of the marketing funnel, moving them from awareness to action.
Awareness (Top of Funnel)
The meteorite stunt was a head-turner, designed to generate buzz and media coverage. The dramatic visuals and unexpected nature of the event captured the attention of passersby and quickly spread across social media and news outlets. This high-impact approach dramatically increased Monese's brand visibility, drawing in a wide audience and creating a strong initial awareness.Interest (Top to Middle of Funnel)
Once the stunt captured people’s attention, curiosity about the brand behind it grew. Monese’s messaging, strategically placed at the site of the stunt and amplified through digital channels, directed interested individuals to learn more about the brand and its services. The stunt sparked conversations online, leading to increased traffic to Monese’s website and app as people sought to understand the connection between the event and the brand’s offerings.Consideration (Middle of Funnel)
With their interest piqued, potential customers began exploring Monese’s services more deeply. The humor and creativity of the campaign helped position Monese as a brand that understands the concerns of its audience and can provide stability in uncertain times. The campaign drove significant engagement, encouraging users to consider Monese as a trustworthy and innovative banking alternative.Conversion (Bottom of Funnel)
By aligning the stunt with a reassuring message about Monese’s reliability, the campaign encouraged conversions. The buzz generated by the stunt led to an increase in app downloads and new customer sign-ups, as people who had been engaged by the campaign’s humor and creativity took the next step to become Monese users.Loyalty & Advocacy (Beyond the Funnel)
The campaign’s memorable and shareable nature contributed to long-term brand loyalty. Customers who were drawn in by the stunt were likely to share their experience with others, both online and offline, further amplifying Monese’s reach and reinforcing the brand’s image as an innovative and dependable service provider. The positive experience fostered by the campaign helped convert customers into advocates for Monese.
Results
The "Meteorite Stunt" was a standout success, delivering impressive results:
Brand Visibility: The stunt garnered widespread media coverage and social media buzz, significantly increasing Monese’s brand visibility.
Customer Engagement: The campaign drove a notable rise in website traffic, app downloads, and social media engagement, as people sought to learn more about the brand behind the stunt.
Conversions: The stunt successfully converted curious onlookers and online followers into new Monese customers, boosting sign-ups and establishing a stronger market presence.
Conclusion
Double W Worldwide’s "Meteorite Stunt" for Monese was a masterclass in creative marketing, using humor and spectacle to cut through the noise of Brexit scaremongering. By turning a moment of national anxiety into a playful yet pointed statement, Monese not only captured public attention but also drove real business results. The campaign is a prime example of how brands can leverage bold, out-of-the-box ideas to engage audiences across the marketing funnel, from awareness to advocacy.
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