Giving anxious Canadians confidence to invest again

2024's economic environment marked with high interest rates, extreme volatility, ballooning inflation and record unemployment, has made many Canadians fearful to invest.

Banks like RBC risked a disastrous outcome if they failed to motivate clients to invest before the RRSP deadline, the three month window responsible for the lionshare of investment deposits for the year.

RBC needed a new personal investment positioning that would unify their diverse offerings, awaken Canadians from crippling inactivity, and give them the confidence to invest with RBC today.

The Insight

Unlike many FI's who have hedged their investment positioning on advice or low-fees, RBC wanted to stand for their track-record of leading investment performance. While money is good, it's just a means to an end, not the end itself. When greater investment returns are realized with a partner with a proven track record of performance, greater life returns are the ultimate outcome.

Insight: Good investments generate more money, great investments generate more life

The Strategy

[BUSINESS PROBLEM] Investment contributions have declined as the bleek economy has caused many Canadians to stop investing

[CONSUMER PROBLEM] Problem is, many Canadians have become too financially anxious to invest

[INSIGHT] However, good investments generate more money, great investments generate more life

[SOLUTION] We need to tell Canadians that RBC investments generate a greater return on life

[CONSUMER GOAL] So that Canadians can invest for the long-term and short-term with confidence

[BUSINESS GOAL] Increasing new investment client sign-ups and growing investments contributions

The Idea

Highlight how RBC's investment ideas helps clients maximize a greater return on life

The Execution

We remixed the common financial term of R.O.I.
and instead urged Canadians to maximize their R.O.L—return on life with RBC investing. We launched our new investing proposition with an integrated campaign that was highlighted by a new anthem spot that solidified our new positioning.

The campaign was supported through a mix of media in TV, radio, digital, OOH, in-branch media as well as PR.

The Results

This campaign has become the most successful investment campaign RBC has ever run.

1. Mutual fund appointment bookings up 130x YoY

2. Suprassed all LOB acquisition targets; Mutual fund surpassed by 22%; GIC surpassed by 52%; Direct Investing surpassedby  3%; InvestEase surpassed by 7%

3. New-to-bank client sign-ups increased 18% YoY