Whilst Monzo has seen significant growth in recent years, the brand was exploring new ways in which they can reach an affluent 25+ audience to raise their brand profile and increase consideration. Running in Cinema for the first time, Monzo wanted to access a premium environment to deepen comprehension of their whole offering.
Plan
As part of a wider AV mix including TV and BVOD, Monzo bought into a film pack for F1: The Movie, arguably the summer’s most highly anticipated title. Monzo was able to maximise its ability to reach an affluent 25+ audience, whilst also positioning the brand alongside F1, further strengthening the brand’s image as a trustworthy and quality bank.
Results
Exposure to the advertising in cinema resulted in uplifts across a range of KPIs, particularly for the key audience.
+107%
higher consideration among test respondents, rising to +154% for those aged 25+
+26%
uplift in brand perception, with Monzo seen as high quality, among those exposed via cinema
+45%
uplift in brand perception, with Monzo seen as more trustworthy, among those exposed via cinema
+21%
uplift in brand perception, with Monzo seen as "for people like me", among those exposed via cinema
