Monzo

 

Helping the much-loved English bank
launch big in the Irish market

 

Giving Monzo
an Irish welcome

 

Launching a new bank is a delicate business, especially an English bank in a country with some history (about 800 years’ worth). Irish audiences are uniquely sensitive to lazy tropes and half-arsed copy coming from their bigger neighbour. Getting the tone right wasn’t just important - it was essential.

 

Working together with the marketing team at Monzo, we developed the brand tone of voice for Ireland – giving the much-loved Monzo personality an Irish accent that was more Daniel Day-Lewis than Gerard Butler.

 
 

Creating a comprehensive toolkit of cultural dos and don’ts (like not mentioning Oliver Cromwell!), we helped Monzo roll out across the 32 26 counties through web, social, OOH, even card carriers.

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