The Story:
Revolut is a British financial app that offers its services to over twenty million users, as well as offering banking services including GBP and EUR bank accounts, debit cards, fee-free currency exchange, stock trading, cryptocurrency exchange and peer-to-peer payments.Revolut say their app is for everyone, and their mission is making everyday finance as frictionless as possible.
Revolut wanted to stand out in a market of digital savvy natives, aligning their brand image with them to encourage sign ups.
The Sidemen is a British YouTube group consisting of internet personalities, KSI, Miniminter, Zerkaa, TBJZL, Behzinga, Vikkstar123, and W2; and by pairing Revolut with this iconic YouTube group, the ‘Defy Expectations’ campaign would instantly connect with this audience of digital natives Revolut wanted to reach.
Now that this partnership had been created, the campaign became to promote the launch of two new limited edition Revolut cards in partnership with The Sidemen.
MAG now needed to deliver a multi-format campaign for this partnership in which the objectives were to:
To drive downloads of the Revolut app.
Encourage sign ups to get a limited edition The Sidemen Revolut card.
Raise awareness of the partnership between Revolut and The Sidemen.
The Strategy:
The multi-format campaign combined digital activations with events and experiential experiences and Out of Home. Whilst the experiential and event elements served as a way for a fintech company to stand out, according to industry research, MAG found that 74% of consumers say that engaging with branded event marketing experiences makes them more likely to buy the products being promoted, which was another reason why multiple experiential elements were included.
Overall, through the partnership and the large scale multi media campaign, Revolut was able to secure their positioning as not only the leader in the fintech space, but also fully connected with their previously hard to reach audience.
The Results:
17.2 million views of ‘Defy Expectations’ hashtag across social.
More than 55,000 engagements with the campaign online.
Number 1 in the app store over the campaign period & thereafter.
