December 6, 2023
Standing out in a crowded market and capturing the attention of their target audience, there’s a lot to be learned from these eye-catching campaigns.
From the playful to the provocative, here are the marketing messages and advertising assets that made us sit up and take notice. To ensure your products have maximum impact in 2024, we’ve outlined the key takeaways you can action today.
1. Yonder | taking on American Express
Why Do We Love It?
Well, what else would you expect from a challenger brand that’s revolutionising credit cards? Marketing tactics that challenge the status quo, of course! In 2023, Yonder set its sights on American Express with a series of adverts that appeared across the Transport for London network. Placed side-by-side, the lookalike posters playfully invite people to collect reward points they’ll actually use. And having tried and failed to sponsor Wimbledon, they took the tennis championship’s advice to ‘get in line’ literally and kept the early-morning queue entertained. The result was fun, friendly and unforgettable – and did heaps to humanise the brand.
What Can You Learn?
Show you understand your audience and embrace omnichannel marketing to meet them where they are. We’re talking about a user-friendly website that’s optimised for search and socials that people actually want to follow. Like Yonder’s Insta, which revolves around restaurants to tap into its target audience's interest in elevated dining experiences. Consider traditional channels like print media, radio or even partnerships with relevant third parties and look for opportunities to piggyback on a well-established brand’s reputation and credibility in order to change the conversation.
We Can Help
Posting captivating and consistent creative content across multiple channels reinforces your marketing message, so benefit from on-brand ads with our end-to-end process that covers ideation, copywriting and design.
2. Communion | F.U.nd campaign
Why Do We Love It?
This anarchic approach is all about ripping up the rulebook and (quite literally) giving financial constraints the finger. Not prepared to sugar-coat today’s difficult economic landscape, Communion’s tagline – ‘saving is freedom’ – invites potential customers to tell their frustrations where to go and take a fearless approach to finance. It’s bold, brash and utterly unapologetic.
What Can You Learn?
Creating shockwaves is one thing, having a solid strategy is another. This collaboration between Uncommon Creative Studio and Communion certainly grabbed the headlines with its disruptive approach to wealth generation – but can it actually convert? According to marketing lead Romney Taylor, the company is focusing on customer acquisition and retention and experimenting with paid social ads to increase awareness and acquire enough users to test their product.
We Can Help
With our conversion rate optimisation (CRO) service we do the heavy lifting to help you get more users, with less effort and lower costs. Talk to us about creating custom-built landing pages and carrying out A/B testing to ensure your customer acquisition cost (CAC) drops.
3. SoFi | Face of Finance campaign
Why Do We Love It?
It challenges everyone – including artificial intelligence – to do better. When SoFi asked for AI-generated images of someone who is good with money it got thousands of results. The catch? Only 2% featured females. This ad sets out to smash stereotypes and empower millions of women to achieve their financial ambitions. The soundtrack – Players by Coi Leray – only amps up the positive, 21st-century attitude.
What Can You Learn?
Turn heads by talking truthfully and add an authentic approach to your marketing activities. Harness the power of word-of-mouth and incorporate user testimonials, customer reviews and real-life success stories into your next campaign. Or demonstrate that your followers are fans by showcasing their positive feedback on social media.
We Can Help
Listen to our podcast episode with Daniel Yubi, Founder and CEO at Payable, and discover how to humanise your fintech through video and create content that resonates with your audience.
4. Chase | explainer adverts
Why Do We Love It?
Because it keeps things simple! As the video cuts between scenes of customers using their Chase debit cards, the voiceover anticipates and answers a series of questions. It talks about how it protects people’s account information, demystifies jargon so that phrases like ‘the digital bank that makes every day rewarding’ turn into ‘you get 1% cashback on your everyday spending’ and quickly outlines the bank’s unique value proposition (UVP).
What Can You Learn?
People can feel intimidated by technical terms or unfamiliar concepts. That’s why a great marketing campaign decodes, educates and reassures. It demonstrates how a product works by clearly outlining the benefits and addressing common pain points. Ensure your ads keep things simple by identifying your UVP and creating a compelling narrative around it – whether it’s lower fees, faster transactions or enhanced security. And give your audience an education by adding video tutorials, infographics and blog posts to your content marketing mix in order to communicate information in an easy-to-understand and visually interesting way.
We Can Help
Better understand people’s wants and needs by tuning into our podcast episode featuring Samantha de Groen, Product Marketing Manager at Bunq, who explains why customer listening is so important.
5. Nuvei | ‘Ryan Reynolds is a Nuvei believer’
Why Do We Love It?
Streamlined payments. You might not think there’s much to find funny. But by not taking themselves too seriously, Nuvei’s series of ads featuring Ryan Reynolds manages to make us laugh.
What Can You Learn?
That’s right, celebrity endorsements are having a moment, but instead of being cringe, they are kind of comedic – which is great for boosting consumer sentiment. And while an A-list appearance might not be in your marketing budget, you can still work with someone your potential customers want to hear from – like their favourite influencer.
We Can Help
Kick-start your own fintech influencer marketing campaign when we take care of everything from talent research and outreach to contracts and campaign management.
6. Nubank | ‘Mundo Nu, um mundo de N possibilidades’
Why Do We Love It?
Not shy to shout about its success, this marketing campaign from Nubank celebrates reaching 85 million customers in Latin America and the company’s first decade. It shows how it shapes and supports the lives of ordinary people and highlights how the app makes day-to-day life a little bit easier. Finally, a version of the song Agora Só Falta Você (Now All I Miss Is You) by Rita Lee accompanies the film, reinforcing the invitation for more people to join Nubank’s world and benefit from its endless possibilities.
What Can You Learn?
This advert taps into the all-important value proposition, by simply showing us how it can help. There are no flashy bells and whistles, it simply shows the viewer that joining the bank is a no-brainer. Plus, it’s a great lesson in the importance of continually driving your user acquisition strategy.
We Can Help
Find out how we can help you develop a measurable strategy to pick the right channels and attract new users to your disruptive proposition – all while staying within your budget.
7. Chip | London Underground OOH campaign
Why Do We Love It?
Popping up across the London Underground, this OOH campaign doesn’t shout about product benefits or try to entice customers with an offer. Instead, it focuses on the feels. As Chip’s co-founder and CMO put it: “People won’t remember what we say, but will remember how we make them feel.” Listing Rosie’s prized possessions – from the photos on her phone to her gran’s chicken pie recipe – it’s bursting with real-life relatability. And what about that tagline? ‘You look after your real estate, we’ll look after the money.’ Chef’s kiss.
What Can You Learn?
We’ve said it before but we’ll say it again – authenticity is awesome. Come up with a strategy that speaks the same language as your target audience and use clever copywriting in your marketing campaign to demonstrate you understand what matters. It will make your brand instantly more relatable.
We Can Help
Develop the perfect strategy for your solution and discover how we can help you identify your objectives, target audience, channels, competitive brand positioning and unique value proposition.
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