Mydoh, the RBC-backed financial services app for teens, is leveraging its unique position in the Canadian marketplace to convey a confident message aimed to cut through modern-day chaos.

The new back-to-school campaign, “We Got Mydoh,” demonstrates how the app can help teens learn about finances and develop financial independence in the context of their day-to-day lives. But it breaks from the typical tropes of advertising this time of year (which typically features school buses and lunchboxes) in a deliberate move to cut through the clutter.

“We did want to take a bit more of a fresh approach, and so we anchored the campaign in our key insight: back-to-school season is chaotic. We’re also in a macro environment where there is a lot of chaos. And teens aren’t ambivalent to that; nor are parents,” explains Angelique de Montbrun, CMO for the company. “So we wanted to showcase the ease of Mydoh and lean into that. Mydoh makes it easy in your everyday life to do things like send money to your child if they need it for any particular circumstance, and also for them to learn meaningful money habits in their life.”

The omnichannel campaign was developed with RBCx’s internal creative team, and spans direct TV, targeted OOH in the GTA and western Canada, paid and organic social, online and email messaging, with PR and influencer support. It spun out of a direct TV campaign last year, Montbrun says, and “really anchors into our product.”

The brand is executing its strategy by showing how effective money management skills can shape not only the present, but also the future, for teens who “are at the age where they’re figuring out who they are and finding their space in the world,” she elaborates. It does so by showing how teens can realize their goals – be it buying a car or becoming a soccer star – more expediently, through financial literacy.

“Mydoh not only provides the financial services that families need, from spending and saving capabilities that we offer through the product, but also offers financial learning in a safe and secure environment,” she elaborates. “We see financial literacy in a lot of written blogs and content, but not necessarily in the context of how teens learn and engage.”

Ultimately, the campaign speaks to Mydoh’s core goal.

“We want to ensure the next generation of Canadians are equipped with the tools they need to succeed, and money is a big part of that,” says Montbrun. “Mydoh gives teens the opportunity to start young, in ways that make sense. And as they grow, Mydoh grows with them.”