St Luke’s has launched its first credit app, TotallyMoney, with a TV and online campaign showing how, with the right advice and support, people can reach higher and achieve get your goal.

A recent study by TotallyMoney revealed that 20 million adults are financially inadequate, a number that has increased by 50% in just six years. And that’s who they’re building the app for. Believing that customer data will work in their favor, not against them, fintech provides nearly five million customers with free, direct credit reports, and personalized alerts to highlight what matters. get in their way and personalized advice to help them improve their scores.

The new 30-second ad titled “You’ll Be Totally Successful” highlights TotallyMoney’s free credit report and personalized plans, with a story showing people on their way to their financial goals – something that will resonate with many who don’t. know where to start. The three-month campaign will air on TV, VOD, and YouTube through the end of March 2023, with Electric Glue media planning and purchasing.

The brightly colored animation shows many people, with different ambitions, starting their journey through metaphorical rope ladders and climbing to their goal that lies in the clouds. The pastel cartoon style is designed to invite and embrace all kinds of aspirations, encouraging people with the tagline “You’ll totally make it”.

“At TotallyMoney we’re on a mission to help everyone move their finances forward. Our focus is on the 20 million UK adults who are otherwise overlooked and under-served by the financial services industry. We understand the needs of real people and the challenges facing them — and as part of our new brand focus, we’ll be telling human stories with a more emotive approach.

“The tone of this new campaign reflects TotallyMoney’s understanding of our customers and how they’re feeling in the current economic environment. It encapsulates the work we do by providing people with support and personalized plans to help them reach their financial goals, whatever they may be.”

Rebecca Shears, Chief Marketing Officer at TotallyMoney.

“Most campaigns in this sector suggest improving your credit score is a bit of fun. This is out of step with the real experience of trying to borrow affordably. TotallyMoney understands exactly what its customers are going through, and we set out to create a campaign that dramatized that. Lobo, our production partners, have created beautiful, painterly illustrations and animations that reflect the struggle of improving your credit score with both sensitivity and a sense of undimmed optimism.”

Al Young, Chief Creative Officer at St Luke’s.

The new campaign is St Luke’s first after winning the TotallyMoney venture in July 2022, following a competition with 3 agents.