⭑ Won Miami Ad School’s “Head to Head” client pitch competition ⭑
on the spot
MoneyLion’s new feature (SpotMe) allows users a $250 advance from their next paycheck. To attract new users and encourage adoption, we encourage our budget-conscious crowd to treat themselves.
The plan? A web series gifting spontaneous fun and a digital push promoting self-care via SpotMe.
web series: ‘on the spot’
FOCUS: LARGER ADVENTURES
Campaign kick-off rewarding real people for spontaneity: several 4-6 minute YouTube videos.
the
nomination
Via social media, we’re inviting MoneyLion users to nominate a loved one, sharing something they’ve been longing to have or do ($250 maximum).
We’re looking for unique asks and unexpected stories grounded in human truths.
To start, we'll assemble a camera crew and travel to a pre-designated spot to surprise the unsuspecting nominee.
Next, we offer them the chance to have the experience they’ve secretly been wanting. Let's say, skydiving—expenses and logistics, on us.
The catch? If they want in, they have to drop everything and participate right NOW. If they agree, shooting (and the fun) begins.
digital push
FOCUS: SMALLER SPONTANEITY
Social media, sponsored retail ads, in-app prompts.
1. Sponsored posts allowing us to reach a broader audience. Stop hesitating: ‘Future You Says Go For It.’
2. Target abandoned shopping carts and other places digital hesitation occurs.
3. In-app prompts for users about their opportunity for spontaneity through SpotMe.
4. Ask users to share the little things they’re hesitating to treat themselves to via the comments section. Five randomly-selected winners will be sent $250 via their SpotMe account.
AD: Jules Masson, Penelope Vasquez
CW: Max Frankel, Kira McCall