Brexit. Whatevz. Digital OOH Campaign

"Brexit. Whatevz.” Digital OOH Campaign" for Monese

Overview
In the midst of the Brexit turmoil, Double W Worldwide partnered with Monese to launch the "Brexit. Whatevz.” Digital OOH Campaign. The campaign aimed to reassure customers that with a Monese account, they could maintain their financial connection to Europe, regardless of the political outcome. By highlighting Monese’s unique offering—a dual UK and European current account—the campaign effectively communicated stability and continuity in uncertain times. This strategic move not only enhanced brand awareness but also drove significant customer engagement and conversion.

Challenge
Brexit brought with it a wave of uncertainty, particularly for individuals and businesses who relied on seamless financial operations across the UK and Europe. Monese, as a digital banking service with a strong European focus, recognized the need to address these concerns head-on. The challenge was to create a campaign that would cut through the noise, alleviate fears, and position Monese as the go-to solution for those seeking financial stability amidst the Brexit chaos.

Strategy
The "Brexit Digital OOH Campaign" was designed to capitalize on Monese’s key differentiator: the dual UK and European current account. Double W Worldwide aimed to convey that, even in the face of Brexit, Monese customers could remain connected to Europe—financially, if not geographically. The campaign utilized Digital Posters and Tube Card Panels in strategic locations across London, ensuring high visibility among commuters and city dwellers who were likely to be most affected by the implications of Brexit.

Execution
The campaign rolled out a suite of visually striking digital posters and Tube Card Panels across key transit points in London. The creative design featured bold, clear messaging that emphasized the dual account benefit. Phrases like "Stay Connected to Europe" and "Keep Your Financial Ties Strong" were prominently displayed, alongside Monese’s signature branding. The ads were designed to be both informative and reassuring, targeting individuals who were anxious about the potential financial disruptions caused by Brexit.

Marketing Funnel Integration

The "Brexit Digital OOH Campaign" effectively guided customers through the marketing funnel, from awareness to conversion.

1. Awareness (Top of Funnel)
   The strategically placed Digital Posters and Tube Card Panels captured the attention of a broad audience during their daily commutes. The high visibility of these ads in busy areas like tube stations ensured that Monese’s message reached a large and relevant audience, raising brand awareness and introducing potential customers to Monese’s unique dual account offering.

2. Interest (Top to Middle of Funnel)
   The clear, reassuring messaging sparked interest among those who were concerned about the financial implications of Brexit. The ads prompted viewers to consider how Monese could offer a solution to their concerns by keeping them financially connected to Europe. The simple yet effective call to action encouraged individuals to learn more about the dual account feature by visiting Monese’s website or app.

3. Consideration (Middle of Funnel)
   As interest grew, potential customers began exploring Monese’s services more deeply. The campaign drove significant traffic to Monese’s digital platforms, where users could learn more about the benefits of having both UK and European current accounts. This stage was crucial for converting interest into serious consideration, as customers weighed the advantages of Monese against other banking options.

4. Conversion (Bottom of Funnel)
   The reassurance provided by the campaign, combined with the unique dual account offering, motivated customers to take action. The campaign led to a substantial increase in new account sign-ups, as individuals sought the stability and continuity that Monese offered in uncertain times. The direct and compelling messaging made it easy for potential customers to make the decision to open an account.

5. Loyalty & Advocacy (Beyond the Funnel)
   Post-conversion, the positive experience fostered by the campaign contributed to long-term customer loyalty. The clear communication of Monese’s value proposition during a time of uncertainty helped build trust with new customers, encouraging them to remain loyal and even advocate for the brand within their networks. The dual account feature became a key selling point that customers shared with others, further expanding Monese’s reach.

Results
The "Brexit Digital OOH Campaign" delivered strong results across multiple metrics:

• Increased Awareness: The campaign significantly raised Monese’s profile, particularly among London commuters who were most likely to be impacted by Brexit.

• Customer Engagement: The campaign drove a notable increase in traffic to Monese’s website and app, as people sought to understand how the dual account feature could benefit them during Brexit.

• Conversions: The straightforward, reassuring messaging successfully converted interested viewers into Monese customers, leading to a surge in new account sign-ups.

Conclusion
Double W Worldwide’s "Brexit. Whatevz.” Digital OOH Campaign for Monese was a strategic and effective response to the uncertainty surrounding Brexit. By clearly communicating the benefits of Monese’s dual UK and European current accounts, the campaign reassured customers that they could remain financially connected to Europe, no matter the political outcome. This campaign not only drove awareness and engagement but also converted concern into action, resulting in significant growth for Monese. It serves as an excellent example of how targeted, benefit-driven messaging can guide customers through the marketing funnel, from initial awareness to loyal advocacy.

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