MoneyOwl rolls out adorable campaign to raise brand awareness and financial literacy

NTUC social enterprise MoneyOwl has rolled out a new campaign aimed at raising brand awareness and to encourage greater financial awareness with the introduction of a new friend for MoneyOwl to encourage more relatable dialogue.

The adorable new friend, a donkey named Smart Ass, engages MoneyOwl in a series of discussions about interest rates, investing and stocks in a series of campaign images. 

In one, Smart Ass notes that interest rates are high and that its best to grab a good deal before its gone. MoneyOwl however steps in to note that he should relax and check out MoneyOwl's WiseSaver for better yields, low risk and no lock-ins. 

In another image, Smart Ass notes that he is going to throw his daughter a huge party for her first birthday. MoneyOwl though steps in to advise him to start a joint investment account and to invest in her future instead of spending a lot of money on a party. 

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Through this campaign, MoneyOwl invites everyday Singaporeans to rethink and realign their financial priorities, said Vincent Wee, the head, marketing and head of growth marketing, corporate business at MoneyOwl. 

"It's a call to be wise, not just smart, with money. The Smart Ass and the MoneyOwl characters are far more than simple mascots; they embody the two halves of our financial character - the impulsive and the wise," he continued.

He added that by staging engaging dialogues between these two characters, it aims to challenge traditional financial concepts, sparking insightful dialogues about the importance of sound financial judgment and informed decision-making.

"This campaign isn't about showcasing clever financial tricks but shifting the narrative towards embracing financial wisdom, empowering Singaporeans to make wise financial decisions to lead their best possible lives," he said. 

The campaign, which saw integrated amplification channels, has since been rolled out progressively from June on Downtown Line trains, YouTube, Outbrain and tabletop ads at selected coffeeshops.

It was done with That Marketing Guy at the helm who were appointed by the social enterprise for the brand campaign in July last year, but which saw delays in the roll out of work. 

The news comes shortly after NTUC LearningHub appointed integrated marketing and communications agency That Marketing Guy to develop its 2023 brand campaign after a competitive tender process. The new brand campaign is expected to be launched in the fourth quarter of 2023.

This will be the third campaign NTUC LearningHub is doing with That Marketing Guy since they began their working relationship in 2019. 

At that point, That Marketing Guy worked on the brand's rebranding efforts for its Continuing Education Training provider.

Since then, it has launched two successful brand campaigns under the concept, “Lifelong Learning, Inspired by You” in 2020 and 2021, a new corporate brand video and revamped the look and feel of its learning app, LXP.

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