RBC breaks brand campaign
By Rob Bale
RBC has begun a new brand campaign called “Your Ideas Happen Here.” The campaign, developed by Battery, is an extension of the bank’s ongoing “Ideas Happen Here” initiative. It is intended to highlight how the company can support the personal ideas of consumers. It includes three 30-second television commercials, as well as digital, social media and out-of-home advertising, along with in-branch materials. Additional executions focusing on specific products will be released through the year.
“For years, ‘Ideas Happen Here’ has been RBC’s brand platform, built to bring a more human touch to the financial services category,” said Georgia Balinsky, senior director of brand strategy at RBC. “But it is time to build on it so that it feels more personal and relevant to Canadians today. ‘Your Ideas Happen Here’ is a deeply personal and motivating creative platform that is about the underlying humanity in our own ideas that drive us as people and shape our reality every single day. As a bank, it’s these ideas that drive our every interaction with our customers to be more authentic, more meaningful and, ultimately, more human.”