CommBank’s Kit app launches first-ever brand campaign
Commonwealth Bank’s kids’ money app, Kit, has launched its first ever brand campaign via Good One Creative.
The announcement:
Kit, the kids’ money app built by Commonwealth Bank, has today unveiled its first brand campaign with partner Good One Creative, as it seeks to improve the financial capability of young people living in Australia.
Like many countries around the world, Australia faces a growing financial literacy gap. In 2021, the National Financial Capability Survey found that while 94 per cent of Australians aged 14 to 17 said it was important to learn about money management, only 42 per cent felt confident in doing so.
The campaign, Money Lessons are Life Lessons, demonstrates that with the help of Kit, earning and learning about money can be both empowering and fun. The two 30-second adverts show kids devising genius new ‘hacks’ to help them earn pocket money by completing boring everyday chores, such as washing the car and putting the groceries away.
Kit is an earning-and-learning, mindfully-spending, money-mastering app for kids. With a digital and physical prepaid card, it enables young people living in Australia to grasp the value of a dollar through earning, saving and spending – helping equip them to navigate the financial decisions they’ll face in the future.
“Kit has just launched Money Quests, a new gamified learning feature helping young people build financial capability through mini-challenges, bite-sized education and experiences,” said Strategy Director at Good One Creative, Freddie Young. “It’s this kid-first approach to learning that makes Kit so exciting, and we wanted to reflect some of the same creativity, energy and playfulness in the campaign – to remind families that learning about money needn’t be boring.”
Claire McIntyre, CMO, at Kit, said: “Parents and carers have an incredibly important role to play in the financial education of their children – particularly through role modelling, everyday conversations and hands-on experience. But, in this new world of in-app purchases, gaming related offers and crafted enticements, many of us are struggling to help our kids learn and practise good money habits. That’s why at Kit, our mission is to provide kids and adults with the necessary tools and knowledge to harness the power and potential of money.”
“Our first ever brand campaign heroes kids and their unusual “chore hacks” and is unashamedly fun. And, while the amounts of money involved in completing these chores might be small, the benefits of getting hands-on with money from an early age can be huge. We’re hoping the ads will raise a smile, spark a conversation or two around the kitchen table, and encourage families to check out Kit.”
Source: Good One Creative
