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Money Mart ads turn financial situations into manageable solutions
In challenging times, Money Mart’s new brand platform highlights how the financial institution helps customers help themselves in the future.
Created by Hard Work Club, the ‘Money Mart and Move On’ brand platform and campaign is inspired by real-life stories of Money Mart customers and the multiverse, a popular concept in contemporary pop culture centered around characters who have existed in multiple time periods.
The campaign’s two commercials, ‘Fender Bender’ and ‘Prom Dress’, each feature a doppelgänger of the protagonist – a smarter, future self who guides him through a financial challenge. The cinematic approach shows how Money Mart’s financial tools can help transform a situation into something more manageable.
‘Fender Bender’ depicts a young man overwhelmed after a traffic collision with an irate woman. Despite her rusty hatchback having sustained the brunt of the damage, she vents her frustration. During her speech, the man notices a Money Mart billboard in the distance. As the narration says, “Money Mart gets you out of a car wreck…”, the scene pans to reveal a new, confident version of the man standing next to his repaired car, now with a flame decal matching his flame-patterned jumpsuit, before the narration concludes, “…to the splendor of the hatchback.”
A second commercial, ‘Prom Dress’, shows a mother trying to buy a dress for her daughter’s prom, only to suffer a case of sticker shock. As the voiceover informs viewers that “Money Mart moves you from an extravagant price tag…” the perspective shifts to show her standing in front of a decorated gazebo with her daughter and her date, as she concludes the sentence “…to the prom in the bag.”
“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 forward.”
The campaign is the first for the brand from Toronto-based Hard Work Club, which landed the Money Mart account in January this year.
“Our goal is to drive effectiveness by being distinctive, to look different from anyone else in the financial services category,” said Meghan Kraemer, co-founder and executive creative director of Hard Work Club. “We wanted to create a unique, stylized brand world to really challenge how Canadians thought about the Money Mart brand.”
The campaign is centered around two online videos, with media including cuts across OLV, programmatic, search and display ads, as well as social media. It is further supported by OOH and DOOH near Money Mart locations, complemented by robust in-store signage. The campaign launched in June and will run through the end of the summer.