Royal Bank of Scotland: Stopping Scotland's Scammers

This case study shows how the Royal Bank of Scotland (RBS), a financial services brand, created its own documentary on financial scamming to increase brand trust in Scotland.

Royal Bank of Scotland: Stopping Scotland's Scammers

Flora Kong, Bruce McGowan and Mehul Ashra

Campaign Details

Brand: Royal Bank of ScotlandBrand Owner: Royal Bank of Scotland GroupLead Agency: ZenithCountry: United KingdomIndustry: Banks, credit cards, loans, financial services (general), Insurance, InvestmentChannels used: Sponsorship - media, Television, Television - direct responseBudget: Up to 500k

Executive Summary

Brands with purpose do better and matter more

Since 2009, financial institutions have suffered with a bad reputation. With distrust in banks at record highs, the Royal Bank of Scotland (Royal Bank) needed...

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