Plum, the smart monetization app, today announced its new positioning “Money Driven” with a TV ad and digital campaign created by Founders Makers. The new campaign conveys Plum’s comprehensive offer to help people save more and build wealth, at a time when financial management is arguably more important than ever.

The UK public has a low level of awareness, knowledge and skills regarding financial status and financial viability. Around one in two adults (45%) in the UK do not feel confident in their day-to-day money management, and 16 million UK adults are in low financial standing, meaning they have more likely to be dissatisfied with life.

The new location seeks to position Plum explicitly as a catalyst for financial prosperity in the minds of consumers, creating the perfect conditions for someone to manage and grow their money. It didn’t just happen by creating a little bit of technology to make everything regular banking a little bit easier. In contrast, Plum uses purpose-built algorithms, AI, and automation to improve financial viability and health today, tomorrow, and in the long term.

“We love the work that has been created by Founders Makers. They understood that we needed to land this new positioning, to ensure we achieve our ambitious growth plans for the year, and they have delivered beyond our expectations. Plum can help people in various ways with their money, whether it’s saving, investing or budgeting, so we’re particularly pleased the ad showcases our holistic offering so effectively. From the get-go, they understood the challenges that we, as a scaleup, face, and consistently brought creative solutions to the table.”

Olesya Nesterova, Marketing Director at Plum.

Directed by Ukrainian director Alex Sobolev, the new film follows our protagonists as they find a balance between living in the present and planning for the future, with Plum always by their side, working behind the scenes. Across life’s most important moments… and key moments, the film uses smooth transitions and a catchy soundtrack to show that when your money flows, you can move on and on. Do what you really want in life.

“It was a pleasure working with the team at Plum on ensuring we landed their new positioning and communicated their holistic offering. We went from briefing to delivery of the final creative in under 7 weeks, which is a testament to both teams’ mindsets. The creative is energetic and approachable and showcases Plum as the enabler of money confidence as our character takes on life with the smart money app in their pocket. We can’t wait to watch it on our screens!”

Matilda Niven, Account Director at Founders Makers.