Commentary
Proximity Canada - Royal Bank of Canada
- by August 25, 2008
Royal Bank of Canada
http://www.getaloadofthis.ca/rbc/rbc-campus/index.html
Finalist Financial Services
Matt Shirtcliffe, vice president, creative director; Rene Rouleau, copywriter; Jason Wren, art director; Don Dixon, photographer; John Gagne, vice president, creative director; Cory Smythe, account director; Sheryl Campbell, account director; Jeff Sturch, account supervisor; Sophie Zettler, account supervisor; Kinga Wysocki, account executive; Kindsay McMillan, account executive
To grow its share of the college banking market,
the Royal Bank of Canada used an irreverent campaign from Proximity that hit all the right media. A sponsored Facebook page hosted two viral videos (students had to register to see the second
one), washroom ads and doorhangers kept up the cheeky tone, and campus events entertained and informed students. New account holders could win a trip to Australia. Results were phenomenal: New
bank accounts exceeded the goal by 207 percent; new student Visa accounts beat expectations by 107 percent; and new e-savings accounts were 576 percent over the goal.
