RBC is using sleight of hand and the prospect of an Apple Watch to lure customers away from the competition.
In its latest hero spot, a young girl makes an RBC card vanish, transforming it into a dove in front of her amazed brother and mother.
Mom, seeing she has to pay for a pizza delivery which has interrupted the magic show, pays with her Apple Watch instead.
Steve Scoins, RBC’s senior director, client growth, everyday banking – personal savings and investments, tells strategy that as consumers consider financial institutions for their banking needs, they are looking for more value, simplicity and ease.
“RBC has a deep relationship with Apple that spans more than 10 years and continues to grow even stronger with the addition of the Apple Watch incentive,” Scoins says. “The Apple Watch can help make everyday banking easier and more convenient when clients use Apple Pay as a debit payment method.”
The offer, available until April 1, includes the institution’s eligible accounts, Signature No Limit Banking and RBC VIP Banking.
An added bonus, Scoins notes, is that users can earn Avion Rewards loyalty points on debit Apple Pay purchases, demonstrating value.
As Sonia Whiteson, the bank’s VP, marketing, banking, digital, youth and new clients explains, this is an exciting evolution of the Apple partnership.
“What doesn’t change is how these two strong and trusted brands come together to provide powerful banking solutions that fit seamlessly into our clients’ lives,” Whiteson says. “By profiling how easy it is to pay directly from your bank account with your watch, this campaign illustrates just that.”
The RBC debit card, which just received a design overhaul, debuts in this spot.
The campaign employs a fully integrated media mix, with an emphasis on broadcast and other awareness media. It was developed in partnership with creative agency BBDO and media agency Initiative.
The campaign went live this month running on TV with a focus on key tentpole moments, as well online video and out of home to raise awareness, with investment in social and digital to communicate additional “reasons to believe” that illustrate the full breadth of RBC’s rich value proposition.
