RBC Brand Campaign

Client:

Services:

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The Brief

To raise the profile and brand awareness for the wealth management side of Royal Bank of Canada’s business. The campaign needed to create a clear identity for the bank and appeal to its target audience of new-to-wealth individuals.

Our Response

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.

Press Adverts
RBC Brand Awareness Campaign

RBC Brand Awareness Ads

Press Adverts
RBC Brand Awareness Campaign

RBC Banner
RBC Skyscraper

Press activity: 7th - 28th October 2019

Performance Reach Reach % Total Impacts Freq
vs Mosaic FFS F20 32,000 26.0 65,000 2.0
vs Social Group A 806,000 32.7 26,360 3.3

The Results

The campaign ran both as digital banners and print ads in a number of key titles, on and offline.

Press Adverts
RBC Brand Awareness Campaign

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