poppys-popmoney-life

popmoney-flyer

PROJECT DESCRIPTION

Fiserv, a financial services technology company, enlisted Trevelino/Keller to build brand awareness for Popmoney, its person-to-person payment and money transfer solution. Citing successful fictional brand personas such as the Aflac duck and Flo from Progressive, T/K infused Popmoney with life by creating the brand’s heroine, Penelope “Poppy” Monet (pronounced Mo-nay), as well as the backstories of her family tree. This 22-year-old journalist and MBA candidate embodied the voice of her millennial generation, the brand’s target social audience.  Poppy would pen a Tumblr blog, Tweets and Facebook posts addressing millennials’ pressing financial questions and concerns. She would also star in ads, PSA videos and other campaigns. Originally designed for the product marketing division, Poppy was so favorable, she was channeled up to corporate marketing for widespread execution.