Ryvalmedia and VCCP have won the full media and creative remit for the new Australian kids money app Kit after two competitive pitches.
It’s Ryvalmedia’s first client win for the Sydney office led by the general manager, Bianca Falloon. The first full-service campaign will go live in December when the app launches into the market.
The Kit brand centres around an earning-and-learning pocket money app with a mission to help school-aged kids build their financial capability through fun, experiential learning.
The in-app Kit character is a friendly sidekick that teaches kids through just-in-time ‘nudges’ providing teachable moments for kids and their carers to connect. Kit is built by x15ventures, CommBank’s venture-scaling arm.
Kit is currently in Beta mode, with thousands of families across Australia currently trialling the app and prepaid card ahead of its public launch later this year.
Claire McIntyre, chief brand and marketing officer, said: “Kit was designed from day one to revolutionise how kids learn to earn, save, spend, and manage money in the digital economy.
“Now, as we gear up to launch iOS and Android versions of the app to the market – we wanted a media agency that echoed that focus on digital – with performance and data at its heart.
“The Ryvalmedia team impressed us throughout the pitch process, demonstrating an understanding of our commercial targets and with processes underpinned with industry-leading and proprietary tech. VCCP Sydney got right underneath the skin of the brand with work that both caregivers and kids will love! Their strategic thinking, creativity and passion stood out,” McIntyre added.
Falloon said: “We are thrilled to have Kit as our first Sydney client and very humbled that they are entrusting Ryvalmedia with launching and growing their brand and customer base.
“The brief required that business outcomes be delivered through a digital-first approach, so there were synergies from the start regarding our expertise. We look forward to playing our part in accelerating the financial capability of today’s youth.”
Suzanne Roberts, managing director of VCCP Sydney, said: “Kit is a brilliant and ambitious brand that will have a role to play in Australian culture – in how parents and children think and talk about money. We are absolutely delighted to be working with the x15 team on this exciting business.”
Published by mediaweek, 19th October 2022