SpongeBob SquarePants’ Mr. Krabs takes starring role in new Envestnet Partners ad

Envestnet is partnering with Nickelodeon to take a closer look at SpongeBob SquarePants’ Mr. Krabs’ imagined finances in its latest omnichannel brand campaign.

The new digital interactive campaign features clips of Mr. Krabs’ experiences as a small business owner that serve as entertaining examples of being a proprietor. Envestnet empowers financial advisors to serve as heroes who help their clients live an Intelligent Financial Life through its connected financial wellness ecosystem.

The campaign – developed in partnership with Boston-based agency HeyLet’sGo – invites advisors to dive into Mr. Krabs’ imagined finances through Envestnet’s next-generation Client Portal. The campaign leverages an interactive digital experience where advisors can engage with five scenarios inspired by the SpongeBob SquarePants TV series – such as the destruction of the Krusty Krab, opening a second restaurant and firing SpongeBob – and through the Portal, advisors can see how these events affect Mr. Krabs’ overall financial picture.

“Mr. Krabs encapsulates the financial challenges of modern clients. He is someone with complex finances who gets caught up in the day to day management of his money, and also worries about planning for the future,” said Mary Ellen Dugan, chief marketing officer of Envestnet. “Our campaign uses a humorous character from pop culture to show advisors how the Envestnet ecosystem can intelligently connect all aspects of any client’s financial life – and provide a 360-degree view that helps them become the heroes who enable clients to make sense of it all.”

The campaign’s interactive dashboard displaying Mr. Krabs’ imagined finances models the updated next-generation Envestnet Client Portal – a one-stop-shop where clients can analyse investment account performance, review financial goals, view a high-level summary of monthly spending and transactions, create detailed budgets and more.

Envestnet and HeyLet’sGo collaborated with Nickelodeon, Paramount Consumer Products and Paramount’s licensing agent, Born Licensing, to help imagine the value of SpongeBob SquarePants’ Mr. Krabs’ assets, net worth, and business profitability, and place dollar amounts on what he has spent money on throughout the series.

David Born, director of Born Licensing, added: “This is a spectacular example of how popular fictional characters can help brands communicate with their customers, which stand out and capture their attention.”

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