RBC Brand Campaign

We studied the competition and researched the market – one of our key findings
was the gradual but consistent shift in demographic of the target audience. We also built up our understanding of the RBC ethos to devise a campaign that drew on their defining characteristics: talking about their customers rather than themselves; and trustworthiness.

Our suite of adverts put the customer story centre stage, drawing in the new to wealth audience whilst also appealing to the traditional market. Through imagery and messaging we spoke to the different audience segments: legacy, philanthropy; retirement; entrepreneurial.

We also focused on what people were doing rather than who they were, so that the audience could identify with lifestyles and interests, not a specific type of person.