RBC is hoping to inspire customers to start a new holiday tradition this year: shopping with RBC Rewards points.
A new campaign includes two stop-animation-style online videos that show characters getting unwanted Christmas gifts. A gingerbread paperboy receives a candy cane from a customer (his entire world is made from candy), and a snowman receives a pair of socks from his son-in-law. “You know what would really go great with these?” he says. “Feet.”
The spots end with a voiceover saying, “This year, start a new holiday tradition. Shop with RBC Rewards points for the gifts they really love.”
A third spot shows two nutcrackers partaking in another holiday tradition: checking their credit card statement. The voiceover encourages viewers to pay off their holiday bill with points. All three spots include a throw to the microsite rbcrewards.com/newtradition, which features gift ideas and partner offers.
“The breadth of the RBC Rewards program gives us an interesting opportunity to present ourselves as an alternative shopping solution for the holidays,” said Jennifer Howard, head of marketing, cards and payments at RBC.
With everything from luxury brands to electronics to gift cards in the program, “we really do have something for everyone,” added Howard. “The campaign is about creating a way to convince consumers that we’re a one-stop shop, we’re a trusted partner, and it’s really about making the holidays memorable, easier and less costly.”
The stop-animation style spots are meant to tap into a special tradition for many families: watching Christmas classics like Rudolph the Red-Nose Reindeer. “Connecting with people emotionally on something that is special to them gives us a way of breaking through and delivering the impactful message at the end,” said Howard.
The campaign, which runs until Boxing Week, also includes out-of-home ads at Yonge and Dundas and Yonge and Gerrard in Toronto, as well as in-branch marketing. There is a digital buy for the campaign, and the ads are also running in elevators in downtown Toronto.
“We’re trying to be in contextually relevant [digital] environments where our clients are planning their holiday shopping, doing their holiday shopping, and positioning ourselves as an alternative,” said Howard.
Grip Limited created the campaign. M2 handled the media buy and BlueSky Communications is handling PR.
