FT finance site in TV debut

The new jargon-free personal finance website set up by the Financial Times makes its television debut this weekend with a series of simple, animated line drawings.

The new jargon-free personal finance website set up by the

Financial Times makes its television debut this weekend with a series of

simple, animated line drawings.



Created by BBH Unlimited, the through-the-line arm of Bartle Bogle

Hegarty, the campaign includes six ten-second commercials, each designed

to emphasise Ftyourmoney.com’s user-friendly approach. The ads break on

4 March and follow on from a poster campaign launched in January.



Each execution aims to motivate consumers to take control of their own

finances. One, for example, features an ’alien’ who doesn’t make any

sense when talking about mortgages, but who is blotted out by a giant

FT-coloured ingot, followed by the words: Ftyourmoney.com. A second

shows a surfer who doesn’t have any worries.



’Our aim is to enable everybody, not just FT readers, to access the

strengths of the FT brand - independence, trust, intelligence and

authority - in their own struggles to sort out their money,’ Catherine

Edmondson, the marketing manager for Ft-yourmoney, said.



Written by Mike Kearney and art directed by Andy MacLane, the

commercials used the same illustrator as on the posters, Andy Smith, and

were directed by Daniel Greaves and Mike Bell at Tandem Films. Media is

through Motive Communications, which planned a top and tail ad strategy

for the campaign.



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