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Join the Revolutionaries
Amplify + Revolut celebrate 50M customers with ‘Join The Revolutionaries’…
Challenge
Revolut wanted to use the milestone of 50M global customers as an opportunity to build awareness, trust and drive acquisition in the run up to the launch of their new brand platform that repositions them from tech and finance brand to lifestyle.
We needed to create an unmissable campaign that would position Revolut as the sector’s most future-thinking and culturally relevant bank.
Insight + Strategy
By leveraging the scale of 50 million customers, we’d drive trust and the use a highlight campaign moment to drive an emotional connection that entices new audiences to think about Revolut when choosing a new bank. All so that we could increase sign-ups and upgrades.
The campaign would roll out in two phases:
Phase 1: Hype
Ignite passions with a promo campaign that drives awareness. Grow brand awareness for Revolut and its growing community.
Phase 2: Celebrate
Create an iconic buzz and FOMO with a main event / exhibition that drives engagement and participation leading to consideration. Deliver maximised experiential footfall and drive new sign ups inside the experience.
Solution
Join the Revolutionaries.
Inviting people to look at the world differently by telling the stories of revolutionary cultural leaders who have challenged norms and pushed boundaries.
An unmissable pop-up multi-media event, social and OOH campaign that asks everyone to join the 50 million people who have already embraced better banking.
Leading to the centrepiece of the campaign; an epic two-day London-wide takeover that highlights the power of positive change with revolutionary cultural leaders.
The campaign gave Revolut customers access to the biggest names in music, fashion, sport, gaming, travel, entertainment and business, culminating in a headline performance from Charli XCX.
Revolutionary venue takeover
The Outernet venue, synonymous with transformative tech gave an incredible canvas for creativity, harnessing the power of their technology to transform the London landmark into a beacon for our Revolutionaries. We pushed the limits of the venue with a complete 4-story take over which transported guests straight from Tottenham Court Road tube station to a journey through the ‘Road to Revolutionary’, highlighting the common threads that connect our Revolutionary talent.
Opening this exhibition up to the public helped to bring an even wider audience and added to the scale of the campaign.
Immersive Exhibition “The Road to Revolutionary”
Opening the doors to the Outernet, we created a free immersive exhibition that told the story of cultural revolutionaries through the narrative of the path they’ve each shared to change the world.
The 5 minute show explored 5 chapters that followed the hero's journey beginning with the ‘Status Quo’ and into ‘The Beyond’. Using unreal engine graphics to blur the lines between realities, we built large-scale 3D worlds that took audiences on a journey - leaving them inspired to also become revolutionary themselves.
Revolutionary programming
We brought together a lineup of cultural pioneers that have revolutionalised their world, just like Revolut, in a campaign as revolutionary as the people it featured.
Collaborating with a wide variety of talent from art, fashion, music, business, tech, gaming and sport we gave them a platform to celebrate and tell stories for their fandom on a scale like never before.
By identifying individuals who embodied the values of what it means to be revolutionary, we were able to identify the best talent that would help shape the brand story.
Programming included an interactive session with Revolut founder, Nik Storonsky and entrepreneur, Steven Bartlett, inspirational talks by Billy Monger and Drew Binsky, a fashion show celebrating diversity with prosthetic designs. Live art and choir with Sophie Tea and an e-sports tournament with gamer TenZ.
Seven live shows, featuring our Revolutionary talent, took to the stage with live broadcasts and streams going out across Revolut, Wired and talent-owned social media. We leaned into the best platform for the audience, from TikTok for Sophie Tea Art, through to Twitch for gamer TenZ.
Every show transformed the space into forests, exhibition spaces and computer gaming stations to best amplify the story being told on stage (find out more in our supporting deck).
Some shows went a step further. The TenZ gaming show had a natural format for us to explore with an esports tournament, however, we always wanted to challenge the status quo in the event itself, so we looked to challenge our collaborators to do something new that would still be in service of their fandoms – in gaming case, we allowed fans of TenZ to play with and alongside him, giving unprecedented access to the superstar.
A finale broadcast aired on Revolut’s YouTube that shared a culmination of the two day-event alongside the live performance by Charli XCX with 3 hit tracks.
The campaign surrounded Revolut with the cultural leaders their customers love, and established the brand in the space too.
400+
assets
3.9M
total impressions
1,663
attendees
4.5M+
organic reach from influencer content