How Mogo is reaching millennials

Financial brand makes a splash with sexy ads and wine-fuelled educational events

Mogo_Sexy_campaign_bus_shelter_pro-8-1Mogo, a Vancouver-based digital financial brand, has launched a new campaign the company says is “NSFBB” (not suitable for big banks).

Print ads, which are appearing in print and online on Postmedia properties, feature attention-getting headlines like “It’s so hot when she’s on top of her bills,” “I’m so glad he pulled out of debt in time” and “Will it hurt the first time I check my credit score?”

Mogo is aiming to speak to millennials in a way a traditional bank wouldn’t be able to, said director of marketing Stephanie Leakey.

“We launched these ads about thoughts that millennials would have and related it to personal finance,” she said. “We’re excited about creating that conversation in a really edgy, relevant way.”

Leakey said so far, the ads have been met with both positive and negative feedback. The company’s response to those who think the ads are offensive is: “We actually think the big bank CEO salaries, that are millions of dollars a year, is kind of offensive,” said Leakey.Mogo_Sexy_campaign_bus_shelter_pro-8-4

The print ads are part of a collaboration with Postmedia that was announced in January. The deal gives Mogo $50 million in media space over three years across Postmedia’s print, online and mobile platforms, while Postmedia gets a share of Mogo’s revenue and equity participation.

Leakey said the deal “enables Mogo to have this massive reach across Canada,” and includes advertising, content marketing and access to events. For instance, in February, Mogo sponsored the 2016 Maxim All-Star party in Toronto, which was hosted by Shaquille O’Neal and featured a performance by Snoop Dogg.

Mogo also holds events of its own. Last year, it launched a cross-Canada financial education series called “Adulting 101.” The events, which are hosted by Mogo’s “financial fitness coach,” Chantel Chapman, blend wine tasting and conversations about finance.

“It gives financial education to our millennial subset in a way that they can relate to,” said Leakey. “We really want to do things that are different, un-bank-like and do it in a way that’s fun.”

 

 

 

 

 

Add a comment

You must be to comment.

Create a Commenting Account

Consumer Articles

Philly transforms the everyday in new campaign

Effort from Leo Burnett is the brand's first under the new Kraft Heinz Co. banner

Tim Hortons plans Southeast Asia expansion

Coffee shop chain plans to open locations in the Philippines 'as soon as possible'

Cineplex wants to talk about the weather

New campaign positions movies as a fall back option when weather doesn't cooperate

LCBO.com offers 5,000 products, $12 home delivery

LCBO president says sales site will boost Ontario wineries, breweries, cider producers

Reaching Gen Z for the back-to-school season

With strong sales expected, study says it's key for retailers to court teens and tweens

General Mills brings gluten-free Cheerios to Canada

U.S. creative will be adapted for Canadian campaign next month

Kit and Ace’s summer of ‘Eh’

Retailer brings a taste of Canadiana to U.S. pop-up showroom

Online mattress retailers dream of disruption

Endy Sleep, Casper and more turn the traditional retail model on its head

Dare takes ‘made better’ message to the streets

Toronto-based company promotes new flavours in Toronto, Vancouver and Calgary