Moneybox End of Tax Year

The Brief
EOTY is an annual campaign to get customers to save into their LISA and receive a Government bonus of £1,000.
The brief was to deliver a personalised experience that showcased the value each customer had gained with Moneybox during the 2024/25 tax year over a 5 week period. Rather than using generic messaging, we wanted to focus 
on celebrating individual achievements—highlighting how much customers saved, invested, or progressed toward 
their life goals.

The Creative Solution
With the content team we brainstormed a variety of different approaches, which involved possible OOH, email campaigns or social-led adverts. We went for a "Wrapped" style screen takeover to showcase customers' end of tax year performance. The campaign would be supported by a comms strategy designed to build anticipation, leading up to the moment each customer received their personalised "Wrapped" screen. This feature would clearly display their savings, yearly progression enhancing the customer experience and encouraging them 
to share and discuss their achievements with both existing and potential customers.

Working closely with the motion team, I led on a series of dynamic infographics designed to visually represent the customer journey and their progress over time. Our goal was to break down complex information into clear, engaging visuals that were easy to digest and emotionally impactful. By turning data into storytelling, we made the experience more engaging, helping to deepen customer connection and reinforce the value of their journey with Moneybox.

We developed a series of targeted communications for customers in the lead-up to the end of the tax year. These messages were crafted to create a sense of urgency and excitement for their “wrapped” screen, with the added incentive of cash giveaways to encourage action.

The comms campaign struck the right tone by motivating customers to make the most of their tax-free allowances before the deadline and not miss out on a £1k bonus. With strong engagement and a clear uplift in customer activity, making it one of our most successful EOTY years to date.