As marketers continue to leverage the Summer Olympic Games in Rio, Marketing asked a number of experts to offer their critiques of the executions currently in rotation on television and online.
RBC’s “Someday – Tanya Bambi’s Story”
Jamie King is a partner and creative director at The Tite Group
“This spot feels great. The pace is exciting, the opening sequence grabs your attention and the story we witness isn’t one I expected to see coming from a financial institution.
“As Tanya lets us behind the curtain, discussing the financial barriers that almost finished her, it all starts to make sense when she explains how RBC stepped in to help her overcome those barriers for a chance to reach Olympian status.
“Strategically it’s a perfect ten, underscoring RBC’s ‘Someday’ brand platform in a relevant and compelling way. Any Canuck with a pulse can’t help but want to see her achieve her goal and feel good about RBCs commitment to supporting her along the way.
“However, here we are some two thirds of the way through the competition and the spot is getting tired. The overly saturated media buy has left me numb to Tanya’s story and I’m finding myself wishing for a new batch of creative to air. What an opportunity for RBC to bubble up the stories of the three other Canadian Athletes it’s supporting through the Training Ground initiative that Tanya is taking advantage of. This approach would help reinforce RBCs positioning even further while keeping the content itself fresh as the Olympics come to a close.”
