CHALLENGE: To create media fanfare for the launch of RateSetter, the first peer-to-peer (P2P) lender licensed to offer P2P lending to all Australians and a challenger brand in a new category. Kite was tasked with educating the media and public about this concept while creating awareness about the brand as an alternative to banks.
STRATEGY: Kite targeted key business journalists, publications and niche money websites to achieve widespread media coverage and give a voice to RateSetter’s CEO to educate Aussies on P2P lending and the benefits of this disruptive business model.
IMPACT: RateSetter was launched to great media fanfare, with news of the launch syndicated across Fairfax and News Corp publications nationally. Niche money media such as Mozo and Banking Day picked up the story as well. The team’s work has increased consumer awareness of RateSetter and given the P2P lender a running start in a new market. From January 2015, the site has almost 2,500 registered users.