RBC — “Student Stimulus Package” Student Campaign
Role: Art Director / Integrated Campaign Design — BBDO | Proximity Worldwide
Scope: Brand strategy, experiential marketing, digital and social integration, campus activations, multi-channel campaigns
Role: Art Director / Integrated Campaign Design — BBDO | Proximity Worldwide
Scope: Brand strategy, experiential marketing, digital and social integration, campus activations, multi-channel campaigns
Challenge —
RBC sought to re-engage Canadian university and college students beyond its initial success with the “Crime Doesn’t Pay” campaign. The goal was to position RBC as more than just a bank for their parents, emphasizing relevance, support, and convenience for students managing finances during school.
The key challenge:
• Increase student account acquisition during a competitive market for youth banking.
• Promote awareness of RBC’s tailored products and services for students.
• Drive engagement through digital-first, interactive experiences that complemented physical activations on campus.
Strategy & Approach —
Theme & Insight: Leveraged the insight that students are often financially stressed and need guidance and incentives to manage money responsibly. The campaign was positioned as a “stimulus” for students—helping them save, bank, and manage their finances with RBC.
Multi-Channel Activation:
• Campus Booths & Experiential Marketing: Set up interactive installations at universities where students could sign up for accounts, receive promotional items, and engage with brand ambassadors.
• Digital Engagement: Students could access exclusive online content, quizzes, and downloadable “student finance tips” via RBC’s website.
• Social Media: Campaign content was shared via Facebook and online communities to extend reach and encourage peer sharing.
Gamified Incentives: Students were offered contests, challenges, and incentives for signing up, emphasizing participation and reward rather than just transactional banking.
Creative Execution: Visuals, messaging, and experiential activations maintained RBC’s humor and approachable tone, building on the previous campaign’s success while highlighting new benefits.
Results & Key Metrics —
Target Exceeded: Significantly surpassed student account acquisition goals, building on the success of the prior campaign.
High Engagement: Thousands of students participated through campus activations, digital challenges, and social media interactions.
Social Media Growth: Students shared content, downloaded “student finance guides,” and created viral word-of-mouth buzz online.
PR & Media Impact: Generated national attention in media outlets such as Strategy Magazine, National Post, and campus publications.
Awards & Recognition: Recognized within the industry for creative and effective youth banking campaigns.
Campaign Context & Tactics —
Interactive Campus Presence: RBC booths provided hands-on experiences, advice, and incentives for students, including branded giveaways and entry into prize draws.
Digital-First Engagement: The campaign emphasized online accessibility, providing students with educational tools, gamified content, and digital incentives.
Peer-to-Peer Influence: Leveraged students’ social networks to amplify awareness and credibility, encouraging sharing of digital content and participation.
Focus on Relevance: Positioned RBC as a partner in student financial life rather than simply a provider of accounts—offering convenience, insight, and guidance tailored to their unique challenges.
Outcome & Impact —
RBC achieved one of its most successful student banking campaigns to date, surpassing aggressive acquisition targets.
Demonstrated the effectiveness of experiential marketing combined with digital engagement for youth audiences.
Reinforced RBC’s reputation as a trusted, approachable, and relevant banking partner for Canadian students.
Built a platform for future youth campaigns, including digital-first activations and gamified experiences.
