Totallymoney.com kicks off brand strategy overhaul with multiplatform campaign
Totallymoney.com has launched a major brand overhaul as it looks to position itself as the market’s number one credit card intermediary in the UK.
The comparison site has launched a multiplatform campaign, developed by London agency Creature, featuring characters Turtley and Monkey who are on a quest to find the perfect credit card.
Revenue generated from the TV campaign will be split three ways between the advertiser, creative agency and Sky.
The campaign is aimed at bolstering Totallymoney’s position as the go-to site for credit card comparisons, after research it conducted revealed only two per cent of consumers currently switch credit cards every year via comparison sites. Switches occur far more frequently in the car insurance sector, where 38 per cent of consumers change their insurance each year.
The ad campaign marks the latest step in the brand’s strategy to “catalyse” growth in the credit card comparison market. It has beefed up its communications team, recruiting an in-house and external PR agency GolinHarris.
TotallyMoney.com CEO and co-founder Will Becker said: “We don’t want to be all things to all men, we want to focus on one area of personal finance and do it really well. In order to achieve this, getting our communications strategy right and raising brand awareness is crucial to our success. Clinching the number one spot in the credit comparison sector whilst stamping out consumer apathy is no mean feat but it feels perfectly achievable.”
The brand faces fierce competition from the likes of other comparison sites including Moneysupermarket, which recently finished building its own private trading desk to help it drive data monetisation.
Creature won the account following a three-way pitch.