Sounds like the Remain campaign.
Remain had more money (but if I remember correctly weren't allowed to use it), but a harder position to sell than leave, but I make you right.
Remain chose to go down the economic route, plus fear mongering (both sides went with fear mongering). It didn't go with a positive campaign for the EU....and frankly I can see why, as half of their team were lukewarm and critical of the EU anyway (Cameron, Corbyn)
Leave went down the economic route as well but far more of their campaign related to negative feelings towards the EU and immigration and thus boomer dissatisfaction with changes since the 70s (complaints I largely agree with).
The EU is just a hard sell for everyone because it comes with inbuilt flaws......it's a bit like a forced marriage where a women is told to marry some ugly but wealthy (mostly borrowed wealth) option instead of going with their heart.....When given the option to refuse many will take it.
Leave were sensible in having multiple campaigns that were led by different people focusing on different aspects. Cummings was very effective behind the scenes, he gets things done, but he focused on economics and mostly ignored immigration.
Farage was allowed to focus on immigration in a separate campaign body.....Appealing to that base far more effectively than others would have. They came out and voted for him.
Merkel really badly damaged the Remain campaign when Cameron asked her for concessions. If he had got them on freedom of movement I think the leave campaign would have been cut off at the knees.
Merkel has a lot to be blamed about (for multiple situations)....like Clinton with 2008....a lot of people in the know can correctly draw back to decisions they made.