RBC, a sponsor of the Canadian Olympic Team since 1947, recently launched the “Your Someday is Here” campaign filled with a heartwarming montages that links the goals of aspiring Olympians to the dreams Canadians have about opening their own business or buying a home to settle in with their expanding family.
Matt McGlynn, senior manager of brand marketing, told Marketing the multi-faceted integrated campaign is meant to create emotional connections with consumers.
Advertising (TV/Digital)
• The Olympic TV campaign also highlights the stories behind some RBC Olympians’ trip to the 2014 Games, including Patrick Chan, Mikael Kingsbury and Caroline Ouellette
Social
• RBC is using all of its social channels, including Twitter, Facebook and YouTube, to promote conversations with Canadians by asking them to share their own “Someday” dreams using the hashtag #yoursomeday. The channels are also being used to help promote RBC Olympians
• The bank is also running a consumer contest in which Canadians are being asked to share their “Someday” story. There are two grand prizes of $25,000 up for grabs
• McGlynn said RBC is leveraging Twitter as a marketing channel in a bigger way than it has previously. This includes purchasing the promoted trend for the final day of the Games to promote the ‘Someday’ message and consumer contest during the gold medal hockey game and the closing ceremony
In-Branch
• The campaign’s reach is being extended through RBC’s more than 1,200 branches on ATM screens, receipts, digital screens and handouts. In key markets, 48 branches have also erected large-scale signage that features “Someday” messaging and RBC Olympian imagery
Employee Engagement
• Internal channels such as RBC’s Intranet and internal social media channel have been spreading RBC’s Olympic support to its 52,000 Canadian employees, including updates from the Games and exclusive photo and video content
Agencies
• BBDO worked on RBC’s advertising campaign, and North Strategic consulted with the company on its social media strategy. M2 Universal handled the media buy
The social media campaign and consumer contest launched on Jan. 27. Broadcast and digital buys launched on Feb 7 on CBC and CBC.ca. Both run until Feb. 23 – the entirety of the Games.
