RBC begins Crochet campaign
By Derek Winkler
RBC has begun a new advertising campaign called “Crochet.” Developed by Battery, the campaign is intended to present “a fresh perspective on how people think about money.” It includes a commercial depicting a woman covering her environment with crocheted art and uses the tagline, “Your idea of creative budgeting happens here.” According to the company, the ad portrays the role of money in hobbies and other personal pursuits. The campaign promotes a special offer by the bank intended to attract new customers. It consists of broadcast, online video and social media advertising.
“People don’t experience banking through a handful of major financial decisions,” said Sonia Whiteson, senior vice-president of personal banking at RBC. “They experience it through hundreds of small moments every day. This spot, as part of a broader campaign, is a reminder that your goals and your ideas come in all shapes and sizes, from life’s biggest milestones to the hobbies, passions and pursuits that make us who we are. We believe this spot captures that idea beautifully and playfully, showing how banking can help people embrace what matters to them, while still making financially smart decisions.”