In challenging economic times, Money Mart's new brand platform, "Money Mart and Move On," shines a light on how the financial institution helps customers navigate and overcome unexpected financial hurdles. Developed by the creative agency Hard Work Club, this campaign draws inspiration from real customer stories and the captivating concept of the multiverse, where characters exist in multiple time periods.
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Navigating Life's Unexpected Twists and Turns
The campaign's two captivating spots, "Fender Bender" and "Prom Dress," each feature a doppelgänger of the protagonist – a more savvy, future self guiding them through a financial challenge. This cinematic approach showcases how Money Mart's financial tools and services can help customers transform a seemingly overwhelming situation into a manageable one.In "Fender Bender," a young man finds himself overwhelmed after a traffic collision with an irate woman. Despite his rust-bucket hatchback taking the brunt of the damage, the woman continues to vent her frustration. As the voiceover states, "Money Mart moves you from a fender bender...", the scene flips to reveal a confident, future version of the man standing beside his fixed-up car, now adorned with a flame decal that matches his flame-printed jumpsuit, as the voiceover concludes, "...to hatchback splendour."Similarly, in "Prom Dress," a mother struggles to purchase a dress for her daughter's prom, only to face a case of sticker shock. As the voiceover informs viewers that "Money Mart moves you from a fancy price tag...", the perspective shifts to show the mother standing in front of a decorated gazebo with her daughter and her date, as the voiceover concludes, "...to prom in the bag."
Empowering Customers in Challenging Times
"In a challenging economic environment, Money Mart can provide customers with the financial help they need when unexpected challenges arise," said Peter Kalen, CEO of Momentum Financial Services. "When others say no, our services enable them to quickly move forward and move on."This campaign marks the first collaboration between Money Mart and the Toronto-based creative agency Hard Work Club, which was awarded the account earlier this year. "Our aim is to drive effectiveness by being distinct, to look unlike anyone else in the financial services category," said Meghan Kraemer, co-founder and executive creative director of Hard Work Club. "We wanted to craft a stylised and unique brand world, to really challenge how Canadians thought of the Money Mart brand."
A Comprehensive Multimedia Approach
The campaign is centered around the two captivating online videos, with additional media elements including cut-downs for OLV, programmatic, search and display ads, as well as social media. Furthermore, the campaign is supported by out-of-home (OOH) and digital out-of-home (DOOH) placements near Money Mart locations, complemented by robust in-store signage. The campaign launched in June and will run until the end of the summer, providing a comprehensive and impactful brand experience for Money Mart's customers.
