RBC - First for You

Despite RBC’s size and range of services, the average customer took just 2.46 products. In March 2004, RBC launched a $ 26 million (approximately £ 13 million using 2008 prices) campaign to raise product adoption and profitability.
Agency: BBDO Canada

RBC – First for You

Winner: Services Financial - BronzeBest Integrated - Bronze

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): March 2004-March 2006

Start of Advertising/Communication Effort: March 2004

Base Period for Comparison: Historical Comparisons

This story has many parts.

It is a story about an overarching advertising theme for a multiheaded beast like a bank. It is the story of finding a way of taking the bank's biggest weakness, its size and power, and turning it into a benefit. It's the story of how that led to deeper client relationships, more revenue per client, and increased business....

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