A new campaign from RBC aims to get baby boomers to think about how they’ll spend their time, rather than their money, when they retire.
A consumer study for the bank revealed 68% of working boomers haven’t talked to their partners about how they want to spend their time when they retire. And half of those approaching retirement have not begun planning for the specifics of retirement—namely how they’ll spend the 2,000 hours yearly they would otherwise spend at work.
Those insights led to the development of “Retirement Designers,” a 10-minute reality webisode that features a Canadian couple, Ron and Gillian, nearing retirement. They each have their own vision of what they want to do, and RBC financial planner (aka the “retirement designer”) Bill Hill helps get them on the same page.
“The overall objective is to create awareness that you should be having a different type of conservation about retirement beyond just the money,” said Alan Depencier, vice-president, marketing at RBC.
“The second piece is we have a unique client experience called Your Future By Design that [helps people] ask these types of questions, gets them to prioritize, and gets them to have a conversation with their significant others around their objectives. And essentially [our retirement designers] help them reach a compromise that they both can be comfortable with.”
As part of the campaign, RBC has created a new website with retirement resources. The site includes an interactive version of the “Your Future by Design” client experience cards that are featured in the webisode.
RBC also has a partnership with the Globe and Mail, with sponsored and editorial content appearing in the new Globe Retirement, a weekly print and online product.
RBC is supporting the launch of Retirement Designers with an online campaign. The national buy includes media partners Google, YouTube and Facebook, and video pre-rolls on websites for Food Network, HGTV, Shaw and Bell Media.
MacLaren McCann developed the websiode concept. Media outreach and an influencer program is being handled by Weber Shandwick Canada.
