To speak to 3 core audiences: Help, Young Hearts and Always On My Mind. Understanding the readers of IPC's various publications helped form the background of the campaign.
Pick Me Up/Chat readers are younger, more massmarket, take advantage of offers and find it difficult to manage their money (Help).
Now/Look readers are young, enjoy spending money, do it without thinking and don't worry about the future (Young Hearts).
Woman/Woman's Own readers are older, careful shoppers, aware of their finances and good at managing money (Always On My Mind).
To raise awareness, consideration and usage of MAS.
To position MAS as the impartial money management service.
To promote the refreshed website and the take-up of tools, ie. the 'cut back calculator'.
Recruit readers with current money issues to be taken on a 'Money Matters' journey, demonstrating how MAS helped them manage their finances. This makes MAS feel relevant to the readers' lives. This was further supported with dedicated advertorials for the different tools to show how they offer practical solutions to everyday money concerns.
AWARENESS: Awareness of the Money Advice Service increased from 22% to 41%
BRAND PERCEPTION: People were more than twice as likely to describe MAS as friendly, honest and supportive. Moreover, over 1/4 of the exposed sample believe that MAS provides free and practical advice.
Readers were more than twice as likely to use the Money Advice Service as a result of seeing the campaign. By using real readers with current money issues, the campaign had authenticity. Further, the three core audiences could relate to the issues raised and follow genuine stories and examples of how The Money Advice Service helped.