rbc-bank

RBC Goes Back to School

  |  July 22, 2013   |  Comments

RBC Bank cast one of its own executives in a YouTube series designed to show harried college students that the bank feels their pain.

RBC Bank cast one of its own executives in a YouTube series designed to show harried college students that the bank feels their pain. The three-part series, created by Entrinsic, went live on Wednesday, with a paid social media push launching on Friday.

While college students are a priority audience for banks, who hope they'll remain customers into their peak earning years, there's not much difference among their offerings, according to Carolyn Contois, executive director of client services at Entrinsic, a strategic social media services agency. "We realized we couldn't change the product so it was essential to connect with students on an emotional level."

The concept was sending an executive back to school, says Anthony Wolch, Entrinsic's executive creative director. They cast Larry Jacobs, marketing head of home equity and lending, Canadian banking at RBC, who races to a book sale, struggles to complete a financial aid application, and buys groceries with a $10 budget. "We condensed three issues that students face from finances across the year into one day," Wolch explains.

Entrinsic's media strategy was designed to appeal to the way people consume media, Contois says. While most banks use traditional media, the agency knew it was important to connect with students online and via mobile. They created webisodes as an alternative to posting TV spots online because, she says, "Young people believe they shouldn't have to watch your messaging on two screens. So we always create different campaigns for broadcast."

To drive actual conversions, the campaign includes a contest in which people who sign up for any kind of RBC service are entered to win $1,000 a day. The contest is promoted with YouTube Annotations on the webisodes.

The contest and web content are highlighted on the bank's Facebook and Twitter accounts, as well as the page on its website devoted to student products. And a trailer for the web series is running as pre-roll on other YouTube content.

The campaign has just launched, so no metrics are available; and Entrinsic said it could not disclose the client's target metrics for the campaign. But the bank has already received emails and attention for the shorts. Says Wolch, "It's one of the bravest departures I've seen for a financial institution to connect with a demographic, using a senior employee to engage in a light-hearted execution to make a point."

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Resources

Jobs

    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...
    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...