Royal Bank of Canada

The Royal Bank of Canada (RBC) is a Canadian chartered bank that was founded in 1869. RBC has grown to become one of North America’s leading diversified financial services companies providing banking, wealth management, insurance and capital markets services on a global basis.

We worked with RBC when they were preparing to launch a full-scale campaign  to promote and sell their car insurance. With a $30,000 prize budget their goal was to appeal to the broadest audience while keeping in mind the end consumer would be at an age of owning their own vehicle. It was up to us to determine the prize as well as the method of marketing and communicating the campaign. The campaign needed to support RBC in and acquiring new and fostering existing relationships.

Through our consultation the final idea was to have the campaign revolve around travel. The prize was a trip – but not just any trip or vacation–this was a world trip where the winners would pick the destination.

Further challenges to this project involved creating visual branding and promotional material that would:

• Emphasize the message: This could be you winning a $30,000 dream vacation anywhere in the world
• Reinforce the RBC branding without including the logo
• Drive excitement for the campaign through shape, color and promotional design

Whatever the associated RBC marketing material for insurance the world trip logo was to be also had be be used across many formats including brochures, postcards, store hangers, online, web banners, email blasts.

It also had to work on a small scale though its primary use would be on large scale. The color schematics were also open as RBC had many secondary colors in their style guide.

Our solution…

We started with the idea of incorporating a visual of a plane flying around the globe and having the globe be filled as “a basket full of wonder”. We chose two people who we wanted to appear as a couple or best friends traveling the world. We retained RBC’s gold and royal blue tones as we did not want their to be any confusion with other financial institutes. This decision seamlessly tied the campaign into other marketing material from RBC.

We included three variations of the logo including three of the Seven Wonders of the World. Included were: Chichen Itza in Mexico; the Colosseum in Rome; and the great wall of China. After a few iterations it was evident that the plane was not needed. A clean dividing ribbon with contest tagline on a wave gave enough movement to the logo.

The online campaign added an element of fun by using a spinning globe and having the ribbon as a moving element. Additionally we decided to remove the people from the online applications as their inclusion was too cluttered in the smaller sizes.

For more information please contact us at info@ianmcfadyen.com