MARKETING + PROBLEM IDENTIFICATION
Reposition Revolut in the minds of current & future customers.
Reposition Revolut as an aspirational brand.
Reposition Revolut as more than just an effective “bureau de change.”
Reposition Revolut as a “daily driver” banking app, not just a “holiday banking app.”
Reposition Revolut as a bank who care & support.
To achieve this, Revolut must be seen by current & future customers as more than “just a bank.” Revolut must become a tool of change, support, motivation, ambition and adventure.
We must do more than save our customers money on international transfer fees, or give them a convenient way to pay for goods and services. We have to make the lives of our customers better, in a concrete tangible way.
How do we do this?
We do this by identifying and supporting our customers dreams & ambitions.
We do this by identifying our “key word” strategy and focusing our visual promotion towards those words.
KEY WORD STRATEGY - CONVENIENCE + AUTONOMY + PROGRESS
Every customers wants convenience.
Every customers wants to feel that they are in charge of their lives, their future and money.
Every customers (person) wants to feel like they are making progress in their lives, building things, achieving things.
Revolut must help our customers become “their best selves”
In order to achieve this repositioning, Revolut must become a community, a family to its customers. This “Revolut Community” must include the support, motivational energy and good will that drives every successful community.
BUILD VALUE + OFFER DAY TO DAY CONVENIENCE + SUPPORT OUR CUSTOMERS AMBITIONS + BECOME THEIR DAILY BANKING APP
“THE CITY OF REVOLUT”
Spec Commercial + Written + Directed & Edited by Buki Koshoni
MARKETING + CREATIVE PROCESS & MOTIVATION
My aim was to create a spec commercial that focused less on the technological offerings of Revolut,
but spoke more to the emotional connection that consumers have with their brands. To create a fully fleshed out, three dimensional world, where our customers could imagine themselves inhabiting, living their most successful and fulfilling lives.
A world of no judgement, ample opportunity, connectivity and positivity.
An interconnected city, rich in art, commerce and opportunity. By turning Revolut into a living breathing city, we bring the brand to life, we give it a pulse, a position on the branding map.
“The City of Revolut”
We are giving our customers more than just the opportunity to “join us” we are creating a city they can move to, live in, thrive, fall in love, make money, spend money, live their dreams and chase their goals.
This emotional connection to the brand, the creation of a location customers can spiritually travel to,
while inviting customers to join us, visit, live with us, I feel is a strong, emotionally driven customer acquisition incentive.
We are not just asking customers to use Revolut, we are asking customers to come and live in the best city in the world, “The City of Revolut.”
Spend everyday time with us, become part of the family.
That’s how we create something more than a bank, that’s how we create lasting brand loyalty and solid customer acquisition & retention.
By giving our customers a great place to live - “The City of Revolut”
I envision a series of these commercials, growing in intensity and tempo as they progress.
Proposal prepared & written by Buki Koshoni