Royal Bank of Canada (RBC)
Company Overview: Royal Bank of Canada provides personal and commercial banking, wealth management services, insurance, corporate, investment banking and transaction processing services on a global basis. RBC employs more than 80,000 full and part-time employees who serve more than 17 million personal, business, public sector and institutional clients through offices in Canada, the United States, and 48 other countries.
Campaign: RBC Financial - Campus
Date: October 2008
Target Audience:
Demographic: Female 50% / Male 50%, 18-24 years old Psychographic: Post-secondary students who may or may not have a financial institution for their student banking needs and access to a local branch.
Objective: With a struggling economy, it is more important than ever for people to find a bank in which they can entrust their financial needs. RBC’s goal through this campaign was to target younger generations, in particular post-secondary students, to open new bank accounts with them.
- Enhance consumer brand awareness and the RBC brand image and specific product features utilizing a creative full motion medium within and around the “tier one” and “tier two” campuses (specified by RBC)
- Build and extend frequency and reach of campaign
- Break through the “clutter” within the media environment to achieve reach of a captive audience
- Influence target consumers’ banking decisions to RBC by connecting with the lifestyle demands of the target audience
- Activate a dialogue through a drive to web messaging and text messaging (SMS mobile)
Execution:
The campaign was based on a two-tiered national targeting approach. RBC identified specific campuses and tiered them accordingly. Based on the targeted campuses ADCENTRICITY identified, the delivery of the campaign on campus through digital out-of-home media was compliant with 99% of the identified campuses. After which, the venue categories were selected based on the audience profile and relevance to the message. A 2.5-mile radius was set around each tier one campus through ADCENTRICITY’s ADVenue platform and a 1-mile radius around each tier two campus. Grocery and convenience stores, transit stations, college cafeterias and pubs were included as venue categories nationally. This program was turned around within a day of receiving the request for proposal.
