RBC’s bottomless back-to-school push

The bank wants parents to know they don't have to choose between kids' wants and needs.


Kids (and let’s face it, adults too) can have a hard time separating needs from wants.

But a new RBC campaign is hoping to show that stretching your budget with its rewards programs can help you have both.

The back-to-school themed “What Students Want. What Students Need.” campaign aims to show off the benefits of redeeming RBC Rewards Program points, which can be used for merchandise or gift cards for retailers like Best Buy, Indigo and Roots.

The campaign is centred on a stunt video, created by Grip, showing passersby reacting to one student’s “bottomless backpack.”

The video is running on social media and some elevator screens in downtown Toronto. The “What Students Want. What Students Need.” campaign also includes digital banner ads, with M2 on the media buy.

This year’s back-to-school approach zeroed in on how parents and students shop for the back-to-school season, says Jennifer Howard, marketing head, digital, payments and cards for RBC. Next to Christmas, back-to-school is often considered the most expensive time of year for parents and the bank wanted to recognize that and show how people can stay within budget by redeeming points.

While targeted at parents in general, the campaign is mostly driven by insights around high school and college/university students, where shopping becomes less about pencil crayons and more about the latest technology and clothing brands, she adds.