Zopa Bank has launched its first digital marketing campaign, with the tagline “Turning money on its head since 2005”.
The advert features a personified pound coin, a 50p coin and two credit cards dancing around the word “money”, which rotates 180 degrees, and upside down words, including including “fees”, “limits”, “risk” and “maybe”.
Zopa Bank coined the idea of the cartoon characterisations of the money from having collaborated with Chaz Hutton since 2019 across its social media channels.
The campaign, which was planned by and in partnership with Medialab Group, will run on TV, print and digital media.
It is the first digital marketing campaign for Zopa Bank, which was launched as a sister company to peer-to-peer lender Zopa last year after the firm was granted its full bank licence in June 2020.
Zopa Bank said it is on a mission to show UK customers how it has challenged norms within the banking industry and turned money on its head to deliver more customer-centric banking products to the market.
The digital bank said the campaign focuses on Zopa’s drive to remove unnecessary fees, deliver certainty and transparency to customers on APR and approvals at speed, with everything being underpinned by ease of experience.
“At Zopa, we’ve always believed that banking can be done differently,” said Clare Gambardella, chief customer officer at Zopa.
“Too often in the industry, consumers are not put at the heart of decision making. Zopa tries to really understand customer needs and challenge the accepted wisdom to provide transparent and fair products that work better for people.
“We have removed unnecessary fees, given customers more transparency on rate and acceptance, sped up and simplified application, and provided award winning customer service. This is why we believe that we have every right to say we’ve been ‘turning money on its head since 2005’.
“With minimal marketing spend we’ve already experienced exceptional growth for our newest products, and continue to see volumes for our established loans products increase. We hope that this campaign will spread the word about Zopa products to more of the people that can benefit from them.
“As a brand team, we know that it has never been more important to be agile and responsive to the market and to customers.
“This test and learn approach to campaign developments has enabled us to create a connection with customers before launch and to develop what we believe is a distinctive approach to communicating the brand.”
The neo-bank introduced its first credit card in October of last year, which allowed customers to set their own personal financial buffer.
Earlier this month, Zopa Bank, which has seen total spending on its credit card rise by 110 per cent from January to April, predicted a huge rise in card spending this summer as more lockdown restrictions are lifted.