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Introducing the Money Calm Bull
Bulls are not known for being calm. They’re usually depicted bucking and raging. The Money Calm Bull is an anomaly. Even in the most anxiety-inducing scenarios - be it a kids’ party or an apocalypse - he is utterly, uncharacteristically calm.
The reason he’s so calm? Because his bills are under control thanks to MoneySuperMarket. Whatever situation he’s in, the Money Calm Bull’s job is to do one thing, and one thing only - remain completely calm. He is the epitome of financial peace of mind.
Why he exists
The value of having a massive, mute bull
He is a shortcut to the notion of financial peace of mind
He isn’t just a vacuous advertising character. He actually embodies the feeling that we deliver people. We want to be famous for our mission to help the nation Get Money Calm. He is the simple figurehead for that.
He is a shortcut to MoneySuperMarket
The fact that people think the Money Calm Bull is memorable, and associate him easily with MoneySuperMarket, makes him a very valuable asset to us. It means that wherever we are communicating - be it a social post or TV advertisement - people instantly know it’s from our brand.
Where we use him
He is most useful at the start of customer journeys
The Money Calm Bull isn’t a mascot that we plaster over everything we do (hello, meerkats). You won’t find him on every page of the website or every email we send.
He is an apathy-buster, an attention-grabber, an engagement-generator. That means he excels in environments where we’re competing for attention against a lot of other things - like television or social media. He’s also invaluable for pique-ing the interest of people who are particularly uninterested in financial management.
Later in customer journeys he has a lesser role. If he’s motivated people to get to that stage, he’s done his job already.
How we use him
What the Money Calm Bull does and doesn’t do, and how to handle him
He is a real animal
The Money Calm Bull is a real bull so he doesn’t act in any way a real animal wouldn’t do.
Do:
Show him acting as a real animal would, naturally and inconsequentially.
Don’t:
Show him behaving like a human. He doesn’t talk and he’s not a financial expert, so you won’t find him doing a Q&A on home insurance anytime soon.
He is more of a ‘scenario’ than a ‘character’
The Money Calm Bull isn’t a mascot. In fact, it’s better to think of him as a ‘scenario’ than a ‘character’ per se.
Do:
Depict him in an anxiety-inducing scenario.
Don’t:
Use him in abstract white space or without any context.
He signals his calmness, and nothing else
Whatever situation he’s in, the Money Calm Bull’s job is to do one thing, and one thing only - remain completely calm.
Do:
Signal his nonchalance with a blink, swish of his tail or a gentle snort.
Don’t
Show him as bucking or raging.
We use amusing, unexpected language
We’ll use memorable turns of phrase that make people chuckle and repeat them in their everyday lives.
Do:
Lean into the randomness, with playful, humorous, turns of phrase.
Don’t
Make jokes in bad taste, or use clichés or phrases you may have heard before.
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