RBC wasn't the first Canadian bank to launch a mobile banking app, and RBC clients were chomping at the bit for one.
The overarching campaign idea was that the app gave the freedom to bank anywhere. Where possible, location became a key aspect of the campaign and executions were tailored to where the customer was viewing them.
The campaign included print, transit, online ads, mobile ads, emails and online banking messages.
Expandable banner ad
BlackBerry app online banner ad
iPhone app online banner ad incorporating option for a link to the app to be sent straight to user's phone
Generic launch print ad
Bus shelter ad
Vancouver SkyTrain transit ad
Vancouver Canada Line SkyTrain transit ad
Vancouver SeaBus ferry transit ad
Android app launch banner ad (not part of the initial launch)
