Canada’s RBC Enters Mobile Banking Market
Gail Chiasson, North American Editor
The Royal Bank of Canada has launched its first app and plans to follow it up with an ad campaign which will centre on the idea ‘bank outside the bank’
The campaign will run for 10 weeks, beginning in mid-January. To promote the app, RBC is running mobile banners on a variety of apps, including the CBC, TSN, The Weather Network, and others, while online, it plans to hit such key sites as Google.ca, Yahoo! Canada and Canwest‘s sites, with homepage takeovers, banners and SEM. Ads will also run on Chinese and South Asian language online publications.
In print, the campaign will launch with high-impact ads and be sustained with smaller ads in daily newspapers in all the major markets. Ads, on bus shelters, in transit vehicles, and billboards will be part of the campaign in Toronto, Vancouver, Calgary and Montreal in an effort to show that, with the RBC app, idle time can be used to get banking done.
TV is not being used because RBC wants to reach customers when they’re at their busiest, because the app is a solution for them.
M2Universal, Toronto is handling the media buy. BBDO, also in Toronto, is developing the creative.
Goal of the campaign is to both introduce RBC’s mobile app and to deliver messages about its tremendous capabilities.