 March 2018. Mysteriously clever ads appear on New York City subway trains. What at first seemed like innocent limericks soon turned into something sinister. There I was, sitting there, minding my own business when I looked up and all of a sudden a poem that didn't rhyme that was definitely supposed to rhyme. How dare they? Who gave them the permission? Who gave them the right? The rude is what it was. But what is transfer wise and who is behind such a heinous act? Adweek went straight to the source. We wanted to connect with New Yorkers, we wanted to show New Yorkers, subway riders of course which are the archetypal New Yorkers I think, that we understand them. And since we're a financial services company basically we wanted to also show them that we understand that New York is expensive and that can be kind of stressful in a hassle. What we came up with the idea is we spent probably far too many hours in one room riffing ideas and something we've done since last year is we've been developing this story narrative. We thought how do we weave sending money into that headline and that's how we ended up with the limerick and together we just come up with this really fun narrative with Hank, Maud, Frank and Ashley. And they told stories of people who used their banks or other services instead of transfer wise and then they lost a lot of money because of that. One day we had what we thought was a great epiphany which is the last line shouldn't rhyme because it's the consequence of them not using transfer wise that things go wrong. So we wanted the last line to hit with a thud. Yeah the feedback that we're getting is really positive like we obviously get people on social where sometimes they might be a bit frustrated by it. Number two are our email address saying your copywriters need help. But generally it's playing into that fun part, a limerick's fun. A lot of suggestions to the effect of you can ask any English major how a limerick's supposed to send up and they can tell you it'll rhyme. You know we sell a money transfer service that's not the most exhilarating of things. You've got to be out the box and think of fun ways to do it. Someone said why would I send money with you when you don't even know how poems work. I kind of like the thing that it makes you think. But at last line it gets you really angry like why is it not there, why is it not rhyming. So it was it was pretty funny we were kind of safe about it though because we felt they're talking about us. They're still thinking about it they've gone off the subway and then they've thought I'm going to talk about that and Colby and I like to respond to people to like explain why and generally in the end like people are really nice with it and at the end of the day it's a limerick.