Royal Bank of Canada: Crime Doesn't Pay

To shed its "uncool" image among students as "their parents' bank" and gain student accounts, Royal Bank of Canada used a campaign that played on the theme of the poor student.

Royal Bank of Canada: Crime Doesn't Pay

Proximity Canada

ENTRY INFORMATION

Category: Financial Products and ServicesCountry where program ran: CanadaDate program started/ended: 13th August - 31st October 2007

Product Description: This campaign involved marketing the RBC (Royal Bank of Canada) Student Banking Package to first year post-secondary students. The differentiating factor with the package is that it offers students a transactional account with no fees.

Advertiser/Client Name: Royal Bank of CanadaMedia Channels: Insert Web Advertising Web Development Other Website: www.ciaaa.ca

STRATEGY

Marketplace Challenge:

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