Client: Plum
Year: 2024
"We needed a big, bold, memorable creative idea that told customers directly that they can do it with Plum. That’s exactly what Flying Object delivered with this exciting campaign."
Jack Cully, Head of Brand and Product Marketing
Summary
Smart money app Plum had good traction in its three key markets, but following a successful Series B fundraise, needed to turbocharge growth. We built a campaign and creative platform to show people in the UK, France and Greece why Plum is the answer to their financial problems.
Objectives:
Like many at their stage, Plum had nailed their bottom of funnel metrics but needed to raise awareness - at scale, and on a budget. Making the job harder was doing so in a busy finance market, at a time of financial pressures, and with a product that can take a bit of time to get your head around.
Strategy:
Plum automates your saving. Our customer research showed that people know they could be saving better, and why that’s important, but just don’t get round to it.
So instead of focusing on product, we spoke to those causes of money inertia - positioning Plum as the answer to procrastination and the fear of getting it wrong.
Idea:
Do It With Plum. Money’s hard, so automate it.
(Also known as: Fais-le avec Plum, and Κάν’ το με την Plum)
Seeing people in real money inertia situations, coming to the wonderful realisation that it’s not so hard after all - they can do it with Plum.
What We Did:
- Research and strategy around the customer problem
- Creative idea (in a 5-way pitch)
- Video ads across YouTube and social platforms
- Out of home ads
- Design and audio toolkit for further campaign extension
- All in English, French, and Greek
