Starling Bank put children in charge of their families finances to promote their kid-friendly debit card and app, the Starling Kite.
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Starling Bank wanted to encourage parents to think about how they educate their children about money with help from their Starling Kite, the debit card and app for kids.
Knowing that kids learn through play and being given responsibility, Starling Bank and Acast Creative challenged podcasters to put their kids in charge of the family budget, and encouraged listeners at home to do the same with the help of the Starling Kite card and app.
The Starling Kids Takeover came to life in 3 hilarious Branded Episodes with Dope Black Dads, Scummy Mummies, and Made by Mammas. The campaign was further amplified through Sponsorship, Sponsorship+, Audio Ads and Social (Instagram Posts, Reels and Stories):
The campaign, consisting of engaging and entertaining content, resonated amazingly with audiences (as seen in comments across the social posts) and resulted in high listen through rates across all three Branded Episodes.
"This was a great idea from the Acast Creative team that helped us to bring the features and benefits of Starling Kite to life for parents. We loved seeing how the Takeover challenge played out with each of the podcast hosts, with each show generating really unique, entertaining episodes. We were able to produce a fully integrated campaign that included everything from IG posts from our hosts to a worksheet for parents to use with their children at home promoted across Starling's owned channels.” - Hollie Webb, Head of Marketing Planning at Starling Bank