RBC has posted a large mural advertisement on the side of a bank branch located in Toronto’s Chinatown neighbourhood as part of its ongoing English, French and Chinese advertising campaign.
The mural, which measures 30 feet by 70 feet, is at the intersection of Dundas Street and Spadina Road, a hub of shops and residences dominated by Chinese Canadians and émigrés. The ad for RBC’s bank account services features the company’s top-hatted mascot Arbie and copy in both English and Chinese. In English, the copy reads, “More features. More savings. More rewards. RBC. Got it.”
The mural, posted two weeks ago, is the latest element in RBC’s national “Got it” campaign, which includes television, print and out-of-home advertisements and launched in early May. In markets where there is a significant Chinese population, RBC is running Cantonese creative, including a television spot featuring actors from the Chinese community.
Toronto agency MacLaren MRM developed the overall campaign with Toronto multicultural marketing shop Dyversity Communications handling the Chinese variations of the work.
“We, in the past, have done some translation and this year we actually engaged Cantonese talent and filmed a whole commercial in Cantonese, and we’re obviously trying to leverage our space at Dundas and Spadina with a fully translated wall billboard,” said Chris Barber, director of personal banking accounts for RBC. “We want to make sure that we demonstrate that we understand the needs of people who may not speak English or are new to Canada.
“We’re trying to find out how clients want to bank and, in the case of some new immigrants, it may be a little bit about educating them about the Canadian banking system and then truly giving them the right recommendations and talking about how much we can save them.”
Barber said the mural-adorned bank branch has reported increased foot traffic since the launch of the creative.
This story has been updated (June 9, 2011)
