Managing finances is never an easy feat let alone post the traditional festive splurge in the midst of a cost of living crisis. Credit app TotallyMoney is offering help to consumers trying to navigate the financial ladder in its latest campaign from St Luke’s.

Following research from the brand that found 20 million adults are financially under-served, the credit app is aiming to ensure that people’s data works for them, not against them, by providing customers with free, live credit reports, personalised alerts to highlight what might be holding them back and tips to help improve their score.

To highlight these services and offer a helping hand to customers, the app has launched the campaign ‘You’ll Totally Get There’ with the help of agency, St Luke’s. 

The uplifting 30 second spot is made up of a charming illustration showing a range of different people climbing ladders to reach their financial goals. One woman climbs up a ladder to a treehouse for her family, another climbs up in a wedding dress and another holds a father and his two children climbing up to a camping holiday. While everyone is on their way to a different, unique goal, they are all helped by TotallyMoney on their way. The film is accompanied by an uplifting soundtrack and an uncomplicated voice-over tells audiences “TotallyMoney’s personalised plans can help your credit score climb higher.” The soft animation style is inviting and inclusive as the ad encourages audiences with the tag line ‘You’ll totally get there’.

“Most campaigns in this sector suggest improving your credit score is a bit of fun. This is out of step with the real experience of trying to borrow affordably.” explained  Al Young, Chief Creative Officer at St Luke’s “TotallyMoney understands exactly what their customers are going through, and we set out to create a campaign that dramatised that. Lobo, our production partners, have created beautiful, painterly illustrations and animations that reflect the struggle of improving your credit score with both sensitivity and a sense of undimmed optimism.”

The spot manages to hit on a tone that will resonate well with audiences who are in need of help, reassurance and some much-needed optimism when it comes to finance. By offering a personal approach and understanding the unique goals of consumers, TotallyMoney is able to take on a supportive position where the sector can often be at risk of alienating and feeling ‘doom and gloom’ in this challenging economic climate.