Who they are & what they wanted
Claro Money is the UK’s first digital financial coaching app, designed to provide accessible, affordable guidance to help people build healthier relationships with money. Ahead of launching on the Apple iOS App Store, Claro Money sought to build top-of-funnel consumer awareness, increase product consideration among under-45s, and drive customer acquisition.
In a crowded fintech market, the brand needed a standout campaign that would emotionally resonate with audiences, highlight the risks of unregulated credit, and cement Claro Money’s position as a responsible financial wellbeing advocate.
Organisational objectives
- Build brand awareness and visibility ahead of iOS launch
- Drive new customer sign-ups and app waiting list registrations
- Differentiate Claro Money within the crowded fintech sector
- Establish credibility as a responsible, values-driven fintech brand
- Influence public and policy discourse around unregulated credit and BNPL
Communications Objectives
- Position Claro Money as a thought leader on financial health and planning
- Educate under-45s on the risks of Buy Now Pay Later (BNPL) schemes
- Trigger emotional response and behaviour change around credit use
- Generate earned media coverage across lifestyle, national, and trade press
- Amplify messaging through integrated OOH and digital PR
- Drive conversations among consumers, corporates, and policymakers
At the heart of the campaign
The creative insight stemmed from Claro Money’s research in partnership with Mental Health UK and The Money Charity, revealing strong links between poor financial habits and mental health struggles. To amplify these findings beyond the digital realm, we developed a striking Out-of-Home campaign with a memorable slogan: ‘Bye Now to Buy Now Pay Later’.
A clever play on the pop-culture phrase “bye bye now” (used to end pointless conversations), the campaign brought financial literacy messaging to the streets of London — sparking reaction, reflection, and real dialogue on the dangers of BNPL.
Key tactics included
- Out-of-Home (OOH) placements across 20+ digital billboards in high-traffic London locations
- Mobile billboard van visiting 20 targeted locations, including Klarna and ClearPay HQs
- Bold creative using Claro’s brand colours and a waving hand emoji to capture attention
- Launch press release timed with OOH campaign to generate earned media
- 1,000 free personal finance coaching calls offered to support campaign call-to-action
- Media outreach across consumer, lifestyle, fintech, and marketing verticals
What We Did
We led an integrated campaign blending paid media with strategic PR execution.
The OOH activation delivered eye-catching impact, while media relations ensured wide press coverage. Claro’s offer of free coaching sessions added substance to the stunt, further reinforcing its mission to promote financial well-being.
Beyond awareness, the campaign also pushed for accountability, calling on both the public and policymakers to address the risks of unregulated credit and contributing to broader financial education efforts.
Our Campaign
The campaign achieved instant media traction, with coverage appearing in The Independent, Evening Standard, Metro, Guardian, and FT Adviser. Trade and consumer titles, including Campaign, also highlighted the stunt as a best-in-class example of purpose-driven financial PR.
Through bold messaging, emotionally resonant themes, and expert-led content, the campaign successfully placed Claro Money at the heart of the BNPL debate — not only raising awareness but helping shape consumer behaviour and policy conversations.
The results
Campaign Results
- 38,000 app sign-ups to the waiting list
- 100+ pieces of media coverage including The Independent, Metro, Guardian, and FT Adviser
- 64 placements for the mental health research report
- 31 backlinks to the Claro Money website
- Average domain authority of 39 across all links
- 100% of coverage included brand mentions and key campaign messaging
The campaign ran alongside Claro Money’s wider PR programme, including a consumer press office, corporate profiling, and reactive newsjacking.
Final Thoughts
This campaign showcased the power of insight-led creativity in fintech PR.
By combining research with street-level impact and strategic media placement, Claro Money delivered a message that was both meaningful and memorable. It turned financial coaching into a talking point, challenged industry norms, and moved the brand closer to its mission of helping more people build smart money habits.
