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Money Says Sorry in 22Seven’s “Let’s Start Over” Campaign



22seven is a money management and investment app that ensures you have a healthy relationship with something that is such a big part of your life: Money. A recent campaign of their’s by 140 BBDO set out to make South Africans aware of the app, and that their current relationship with money is, at best, dysfunctional.


Creative team Liam Olding and Alexis Beckett together with strategy lead Matt Riley and digital lead Johann Schwella, crafted an idea to capture the attention of South Africans through an integrated campaign to entice individuals to rekindle their relationship with Money.


The campaign launched tactically with an open letter in a daily newspaper the day after Finance Minister Nhlanhla Nene delivered his annual budget speech to the nation. It began:


It’s not you, it’s me. The things you said yesterday, well, they really hit home. I’m hard to handle, I know. It’s not easy when you want the world, but I can only offer you so much. We’ve both lost interest.


And was signed, “Money”.


Following this launch, Money sent apology letters to radio DJs and social media influencers. A few days later Johannesburg awoke to a giant sky-written “SORRY”. The next phase heard radio dedications from Money requesting DJs to play John Lennon’s 1980s hit “(Just Like) Starting Over“. Television and Online messaging followed.


BBDO’s Matt Riley said, “The campaign period saw an amazing 750% increase in average daily registrations on 22seven across the web, iPhone and Andriod apps.”


During the campaign period, 22seven successfully launched their investment feature which enables users to invest from their phones – a first for South Africa.


More on the campaign at






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