RBC breaks Viral Dance campaign
By Rob Bale
Royal Bank of Canada has begun a new campaign called “Viral Dance” to promote its online banking services. Developed by Battery, the campaign includes a 30-second video that depicts three friends recording a dance on a tablet. After accidentally breaking a picture frame, the dancers use the RBC mobile application to split the payment for a replacement. The campaign is being conducted in association with Apple, as consumers to open a new account with the bank receive an Apple iPad, a device which also appears in the creative. The campaign includes television, online video and social media advertising nationally. It will run until July 31.
“Royal Bank of Canada is known as a trusted leader for all things financial,” said Scott Brown, executive creative director at Battery. “Whether it’s a planned or unplanned expense, Canadians are confident RBC has their back. We have all embraced the new digital era. By using this storyline and the very human element of accidents happening, our message was able to unfold through lighthearted, fun creative that makes RBC stand out from other financial institutions.”