Buying a first home is filled with drama, which inspired Toronto digital agency Entrinsic to create a series of movie trailers about the experience for a new ad campaign for RBC.
The trailers in the campaign – each called “The Mortgage” – are created in three different genres: romantic comedy, drama and horror. They were directed by Canadian filmmaker Jeremiah Chechik (Benny & Joon, National Lampoon’s Christmas Vacation).
Viewers can click the YouTube videos’ embedded annotations to get a mortgage pre-approval or book an appointment with an RBC specialist. The annotations’ tracking codes let RBC learn about viewer response and optimize the campaign as it runs.
“We wanted to go one step further in leveraging this innovative approach to better provide expert advice and solutions, no matter where our clients are in the purchase cycle,” said Larry Jacobs, marketing head of personal financing product, for RBC’s Canadian operations. “Measuring the performance of each annotation and video also allows us to actively learn and optimize throughout the campaign.”
“Analytics are always behind everything we do at Entrinsic,” said Eli Singer, founder and president. “We call it ‘creative by the numbers.’ Based on the data we gather we’ll be able to augment the campaign, making it increasingly connected.”
Entrinsic used similar technology for a three-part, back-to-school series about an RBC executive learning to survive on a student budget.
The homebuyers campaign is supported by full-page ads in newspapers, in movie theatres, and in RBC branches. Online, it will be promoted by “coming soon” posts on websites and blogs, interactive banner ads, and social media, including a contest offering $25,000 towards a down payment.
