Campaign details

Brand: RBCxMusic
Brand owner: Royal Bank of Canada
Lead agency: Hotspex Media, Grip Limited
Country: Canada
Industries: Banks
Media channels: Online video, Social media
Budget: Up to 500k

Executive summary

Canada's leading bank, the Royal Bank of Canada (RBC), recognised that it was lacking engagement and connection to younger Canadian audiences.

With most people using an average of 1.4 banks in their lifetime, reaching this youth segment was an extremely important initiative for its long-term strategy.

Therefore, in partnership with Live Nation Canada, RBC launched a new platform, RBCxMusic, which offers premium tickets to RBC clients, and provides VIP concert experiences to clients and non-clients alike. This new platform, RBCxMusic, was created to get users to more shows, and closer to their favourite artists, creating an emotional connection with consumers.