Hargreaves Lansdown Launches First Direct Response Campaign for Active Savings

Hargreaves Lansdown has started off 2024 doing things differently, with its first-ever Active Savings advert and direct response campaign. Active Savings is the UK’s largest cash savings platform, with £8.5 billion held on behalf of over 175,000 savers.

The advert piggybacks on the “New Year New You” well-being trend of getting active to encourage viewers to make their cash savings 'work harder'. With interest rates now past their peak, the advert encourages savers to take advantage of 5% savings rates while they last.

In particular, it draws viewers to Active Savings by succinctly showing the benefits through the ‘Great rates, multiple banks, one online account’ headline. 

David James, chief marketing and brand officer at Hargreaves Lansdown said, “Creatively we wanted an advert to stand out from others by being distinctive and memorable and by being the first of our peer group to use live interest rates. To do this we have used BAFTA-winning puppeteers, music by Salt’n’Peppa and voiceover by Mr Motivator. As 2024 continues we will continue blending aspirational brand advertising with harder-hitting direct response campaigns.”

Aidan McClure, founder & CCO at Wonderhood Studios, said, “First work out the traps for the fine folk at Hargreaves Lansdown, wads of cash-wearing headbands working out to ‘Push It’. FUN!”