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April 17, 2021

How one bank productized boring with pride credit cards.

Pride Credit Cards

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Revolut’s been busting the banking world’s ass ​for some time now.

In an industry run by people getting high off charts and numbers, a team of what-I-only-imagine-to-be hoodie-wearing geeks proves that the world is sick of traditional banking.

And even though they’ve been a massive success so far, netting over $160,000,000 only four years after founding, Revolut isn’t slowing down.

I particularly love what they’ve done with the most boring part of their business — cards.

They’ve been making a killing in community marketing. From pride credit cards supporting the LGBTQ community to a massive campaign supporting closed gyms in the UK in collaboration with none other than Anthony Joshua.

Let’s take a deeper dive into how Revolut took a boring piece of plastic and still creates relevant, exciting campaigns with it.

Productize boring.

When was the last time you looked at a credit card and said: ‘That’s cool’?

I’ll assume never.

There’s a reason for that. Unless you have a handful of zeroes preceded by a larger number in your bank account, you get by with a bland, grey piece of plastic.

You’ve never shown the card to anyone. And not because there’s a chance to get your information stolen, but because it’s boring as hell and you never think of it unless you have to pay for your next meal or pair of shoes or bag.

But Revolut has done it. From order to unboxing to using your card, Revolut has created an experience that has won them quite a few clients.

How do I know this? Because I singlehandedly made friends and family sign up for them.

And all because when I unboxed by card, I murmured:

‘Fuck. That’s cool.’

Introducing: Pride Credit Cards.

When you sign up for Revolut, you’re prompted to order a card. You can customize the color for paying members, and if you opt-in for the premium membership, you get a metal one.

Even though that’s more customization than any other bank in the world, it gets better.

How you ask.

Okay, let me ask you this: Do you have a band t-shirt stuffed somewhere in a drawer?

There’s a pretty big chance you do.

And you do so because you a) either love that band or b) it makes you feel like a little rebel. Nonetheless, if you really think about it, the reason you have that shirt is that you identify with it.

Now how does this tie in with Revolut and debit cards? Well, they’ve made some fantastic campaigns with credit cards.

First, they rolled out their rainbow credit cards to support Pride. You donate a minimum of three quid to ILGA-Europe (a charity that campaigns for lesbian, gay, bisexual, trans, and intersex human rights), and you get a chick card to pay and show off to friends.

First, they rolled out their rainbow credit cards to support Pride. You donate a minimum of three quid to ILGA-Europe (a charity that campaigns for lesbian, gay, bisexual, trans, and intersex human rights), and you get a chick card to pay and show off to friends.

Then, they made cool flag design ones. I must say, the matte black almost got me to purchase one.

And finally, they topped it all off with an Anthony Joshua collaboration. If that didn’t deliver the knockout punch, the fact that the card illuminates green in the dark did.

So, what is “productize boring”?

Here’s the genius part.

Slapping a few images on a piece of plastic isn’t anything spectacular.

Allowing customers to create something they identify with is. Revolut grabbed probably the most boring part about them and made it sexy.

All other banks could’ve done the same thing. For decades they’ve been issuing cards, yet I can’t think of any bank that did something remotely similar.

Why should you productize boring?

Because it’s easy.

Grab the most unexciting part of whatever you do and give it a twist. Something truly unique. Something memorable.

Then sell it.

Will you make a million bucks out of it? Probably no. But I bet Revolut has made a killing in the LGBTQ and boxing communities around the world.

Not too shabby for a piece of plastic.

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Posted in Marketing