St Luke’s kick starts first TotallyMoney campaign

By Gloria Methri

St Luke’s has kicked off its first work-for-credit app TotallyMoney, with a TV and Online campaign that demonstrates how consumers can achieve their financial goals.

According to research by TotallyMoney, 20 million adults in the UK are financially under-served, a figure which has grown by 50% in just six years.

With a belief that customers’ data should work for them, not against them, the FinTech provides almost five million customers with a free, live credit report, personalised alerts to highlight what might be holding them back, and tailored tips to help improve their scores.

The new 30-second spot titled ‘You’ll totally get there’ highlights TotallyMoney’s free credit report and personalised plans, with a narrative that sees people on a journey towards their financial goal.

The animation shows a variety of people, with different ambitions, embarking on their journey via metaphorical rope ladders and climbing up to their targets that rest in clouds.

The three-month campaign will appear on TV, VOD, and YouTube until the end of March 2023, with media planning and buying by Electric Glue.

Rebecca Shears, Chief Marketing Officer at TotallyMoney said, “We are 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.

Al Young, Chief Creative Officer at St Luke’s, added, “TotallyMoney understands exactly what their customers are going through, and we set out to create a campaign that dramatised 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.”