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.