Dinero is accounting software that makes bookkeeping easier for small self-employed business owners. To become top of mind for people considering going independent, we were asked to build broad brand awareness.
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Since most people see accounting as a necessary evil, we didn’t try to make it “sexy.” Instead, we created a campaign that proudly admitted Dinero is boring – using honesty and self-irony to build credibility, win trust, and attract customers, while still delivering key messages in an entertaining way.
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The campaign concluded with Dinero’s new tagline: “The easiest way to your first invoice.”