By T&Friends
“LE VRAI Pouvoir c’est votre argent”
Brand strategy Content strategy Copy writing OOH campaign Creative assets Content production
Reclaiming the power of money
Green-Got was born to change what money finances.
Our challenge was to make that mission relevant to more people by shifting the conversation from what your money does for the world, to what it can first do for you.
The challenge was therefore not to abandon Green-Got’s convictions, but to reverse the hierarchy: personal interest first, collective impact as an added benefit.
A shift designed to move Green-Got beyond the “green bank” category and create a proposition capable of competing with the most desirable financial brands.From an ethical alternative to a desirable financial brand.
People want their money to have a positive impact. But first, they expect it to work for them: to provide security, freedom, opportunities and peace of mind.
The challenge
Money has power. We’ve just forgotten how to use it.
Finance has been made so technical, opaque and intimidating that most people have gradually handed over control.
Yet money never stops acting. It finances, supports, enables and transforms our own lives as much as the world around us.THE INSIGHT
Yet money never stops acting. It finances, supports, enables and transforms our own lives as much as the world around us.
The opportunity was therefore not to ask people to become financial experts or activists, but to give them back control of a power they already have.From impact as a reason to choose Green-Got, to personal empowerment as the reason to love it.
THE BRAND IDEA
With great power comes great responsibility.
AT green-got You take back the power. We take the responsibility.
Green-Got gives people back control of their money without asking them to carry the complexity that comes with it.
The customer becomes the hero. Green-Got becomes the sidekick: providing clarity, structure and expertise, doing the heavy lifting while leaving the final power of choice in their hands.BRAND SIGNATURE
Your money is your true power.
Not a new superpower.
One people already had.
The power to choose.
The power to build.
The power to grow.
The power to decide what their money supports.
Green-Got simply puts it back into their hands.BRAND ROLE
Instead of positioning the bank as the expert holding all the answers, we repositioned Green-Got as a trusted co-pilot.
A brand that guides without controlling, explains without overwhelming and takes care of the complexity while its members stay in control.You are the hero. Green-Got is the sidekick.
TONE OF VOICE
Money is serious enough already.
Green-Got speaks like someone you trust: clear, calm, direct and occasionally witty. Never moralising. Never intimidating. Never trying too hard.
A financial brand that knows what it’s talking about without sounding like a banker.Serious about the substance. Relaxed in the delivery.