Revolut Festival Play-TM

Client: Revolut

At festivals, finance is the last thing on young people’s minds. We repositioned Revolut from a payment utility to a cultural player by launching Revolut Play-TM, a live, app-powered treasure hunt built into Europe’s biggest music festivals.

Across Sziget and Rock-en-Seine, festival-goers searched for hidden PIN codes scattered across stages, screens, ambassadors and social feeds. Each code unlocked instant rewards through the Revolut app, turning curiosity into play. By gamifying everyday financial behaviour and rewarding exploration, Revolut became part of the festival adventure and a brand people actively sought out. Built as a modular, flight-ready system, the activation scaled rapidly across markets within tight build windows, with motion-led content enabling localisation without reworking the physical infrastructure. A £550k budget across Hungary and France prioritised experience design over footprint, ensuring every interaction felt intentional, rewarding and worth seeking out. Revolut Play-TM delivered clear commercial and brand impact. Play-TM usage increased by 32%, contributing to 88% year-on-year growth, with over 17,000 Revolut cards distributed. The Vault became a repeat destination, generating 5,000 returning member visits at Sziget alone. Most importantly, Revolut successfully shifted perception, from background payment utility to an active participant in live music culture. Proving that product-led, gamified experiences can deliver both cultural relevance and measurable ROI.