MoneyOwl, an NTUC social enterprise, is making waves with a fresh campaign designed to promote financial literacy and brand visibility. Introducing an engaging new mascot, a donkey charmingly named ‘Smart Ass,’ MoneyOwl hopes to foster a more approachable dialogue around financial topics.
As a part of the campaign, Smart Ass converses with MoneyOwl in a collection of promotional images, tackling complex financial topics like interest rates, investing, and stocks. In one enlightening scenario, Smart Ass is keen on capitalizing on high interest rates quickly, only for MoneyOwl to encourage a more measured approach with WiseSaver, promising better yields, low risk, and no lock-ins.
In another, the donkey plans an extravagant first birthday party for his daughter, but MoneyOwl recommends investing in her future through a joint investment account, thereby championing prudent spending over lavishness.
Through this innovative campaign, MoneyOwl encourages Singaporeans to reconsider their financial strategies and priorities. Vincent Wee, head of marketing and growth marketing, corporate business at MoneyOwl, states, “It’s a call to be wise, not just smart, with money. The Smart Ass and MoneyOwl characters are more than mascots; they represent our financial selves – the impulsive and the wise.”
By establishing insightful dialogues between these two characters, MoneyOwl aims to challenge conventional financial notions and emphasize the importance of sound financial judgment and informed decision-making.
Wee emphasized that the campaign focuses not on demonstrating clever financial hacks, but on shifting the conversation towards financial wisdom, empowering Singaporeans to make wise financial decisions and lead their best possible lives.
Having kicked off in June, the campaign has spread across diverse platforms, including Downtown Line trains, YouTube, Outbrain, and selected coffee shops, under the guidance of That Marketing Guy.
