Wise just introduced a fresh brand identity in an innovative campaign that spotlights its commitment to making cross-border transactions seamless.
Developed in collaboration with London-based agency BigSmall, it revolves around the brand's tagline "Your Money Anywhere," emphasizing the ease of getting money around, no matter the currency.
In a new 30-second spot, we see Tina receiving a text from her son, asking her to send him some Euros.
She then heads to the Wise app, scrolling through the different currencies as she goes "international."
The spot then unfolds with lively and colorful scenes: going on a Bollywood adventure, engaging with a Japanese mascot, and enjoying a Brazilian celebration.
Each scenario demonstrates her ability to effortlessly transact in various currencies, conveying the message that money knows no boundaries with Wise.
Focusing on Making Digital Payments Accessible
According to Wise CMO Cian Weeresinghe, the campaign underscores the company's vision of a world where financial transactions are instantaneous, convenient, and transparent, as opposed to expensive, burdensome, and frustrating.
"Sending money across borders should be as easy as sending an email," Weeresinghe stated.
With over 10 million customers globally, Wise has established itself as one of the fastest-growing and profitable tech companies, with a listing on the London Stock Exchange.
Through the campaign, it hopes to establish itself as a force in the fintech market.
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"What we’ve come to realize is that in most markets, a lot of people don’t know who we are," Weeresinghe told Marketing Week.
"The people who do know who we are love us and tell their friends — and that’s driven a lot of growth to date."
Matt Edwards, a partner at BigSmall, expressed pride in being selected by Wise for this campaign.
"We hope Tina encourages many more millions of people to go international with Wise," he added.
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Editing by Katherine 'Makkie' Maclang