RBC launched “Your Ideas Happen Here” during Super Bowl LIX to encourage customers to personalize their ideas. The recent campaign is an extension of the bank’s brand platform, “Ideas Happen Here,” which was launched in 2021 and reflected the bank’s roster of different initiatives.

Sonia Whiteson, SVP and chief marketing officer of personal banking with RBC, tells strategy the latest campaign leans into and embraces the existing brand platform. “We’ve developed an incredibly strong and elastic platform here that can be effectively leveraged for all our lines of business and marketing efforts which will go a long way in telling a consistent, human-centric story to Canadians, and make it much easier for them to understand and appreciate the totality of what RBC can deliver for them,” Whiteson says.

In creating the platform extension, RBC acknowledged that “it can feel like all financial service providers are the same,” drawing on data that 34% of people stick with their current bank simply out of habit. RBC’s latest messaging intends to communicate to consumers that banking “should be personal, meaningful and make life easier,” Whitson says. “That’s why we’ve leveraged the ‘Your Ideas Happen Here’ platform to communicate to personal banking consumers that RBC sees you, understands where you are in your financial journey and can offer solutions that empower you and can help you to bring your ideas to life.”

Georgia Balinsky, senior director of brand strategy at RBC, tells strategy that the new creative builds on the platform’s strategy. “The message in the launch campaign for ‘Your Ideas Happen Here’ is intended to be a highly motivational one: you are your ideas and you become what you do. In linking our ideas to our actions our potential becomes limitless, and with RBC we make that happen together,” Balinsky says.

The campaign launched during the Canadian broadcast of the Super Bowl on Feb. 9 and will run until Spring 2025, with additional campaigns to follow. Channels will include broadcast TV, online, social media and digital out-of-home, complemented by media takeovers on social.

“As one of the biggest and most-watched events of the year, the Super Bowl is the perfect time to deliver the message in three sequential chapters with three unique ads and placements within the broadcast: 1) You are Your Ideas, 2) Ideas Become Action and 3) Action Becomes You,” Balinsky adds. “These are RBC’s first commercials during the Super Bowl in many years, so it’s an exciting moment for our team that represents a deep commitment to telling the stories of making your ideas happen, for the long term.”

“Your Ideas Happen Here” was created by agency partner Battery. Initiative Canada collaborated with RBC on the media planning for the launch.