Campaign details
Brand: RBCxMusicBrand owner: Royal Bank of CanadaLead agency: Hotspex Media, Grip LimitedCountry: CanadaIndustries: BanksMedia channels: Online video, Social mediaBudget: 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...