Fintech firm Revolut is encouraging customers to switch over the accounts from the tired old banking system by personifying the ‘salary’ and asking people to care for its wellbeing.
Developed in partnership with creative agency Anomaly, ‘The Salary’ will run primarily across out-of-home and will feature the hero text “The salary wants out of old banks”, emphasising the need for financial change.
Kicking off in Dublin, the Revolut campaign is inspired by the insight that only 5% of people in Ireland switch their bank accounts, with most of them believing that there is little to no difference between banking providers.
“Our prominence in Ireland and the 2.8 million customers we have attracted to date comes down to two key factors; the shortfalls of Ireland’s incumbent banks and our market-leading financial app in comparison,” said Revolut chief growth and marketing officer and partner, Antoine Le Nel.
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“As a fully-licensed European bank that offers Irish IBANs, Ireland has been one of our most saturated markets for some time. We’re seeing the public demand more for their salary, and they’re choosing us as the solution.”
Set to run across out-of-home, audio visual, social media and digital, the brand’s campaign will break on the European market later this year starting with France and Spain.
Anomaly CEO, Camilla Harrisson added: “We want to jolt people into asking why on earth they keep their income in a traditional bank – it costs them money, makes access difficult and gives them little financial or personal reward.
“And by shooting this campaign in a disused branch of a traditional bank, we are making a powerful statement about where banking is heading – helping people understand that Revolut is the future of banking and the best place for their salary to grow.”
