If you ask most entrepreneurs what they wish they had more of, the answer is usually the same: time.
Finom seems to understand that better than most. To promote its new AI accounting product, the company didn’t choose glossy billboards or abstract tech visuals. Instead, it took its message straight places where time feels most wasted—traffic jams and construction sites.
In busy parts of German cities, Finom’s bright pink mobile billboards show up where cars are stuck and roads have been under construction for years. The copy is simple and relatable. One message reads:
“Everyone is standing still here. But your accounting runs by itself.”
Another compares endless construction work to bookkeeping, with a reminder that while some things take years, your accounting doesn’t have to.
There’s no hard sell. No feature list. Just a very familiar feeling being named out loud.
The idea behind the campaign is straightforward. Entrepreneurs can’t control traffic, delays, or city infrastructure. But they can control how much time they spend on admin work. Finom’s AI accounting is positioned as a way to take that burden off their plate—automating tasks most founders never wanted to do themselves.
What makes the campaign work is where it appears. When you’re already stuck waiting, the message hits differently. The environment does half the explaining. You don’t need to imagine wasted time—you’re living it.
Instead of talking about innovation or efficiency in abstract terms, Finom shows up in real moments of frustration and offers a practical alternative. Less manual work. Fewer delays. More time back.
More Read
It’s a reminder that good marketing doesn’t always need to shout. Sometimes, it just needs to show up in the right place and say something that feels true.
And for anyone who’s ever sat in traffic thinking about all the things they should be doing instead, that message feels personal.
