RBC targets millennials with old-school games. RBC partnered with GMR to build excitement around the launch of their new RBC Rewards+™ Visa Card among the millennial audience. Executing the creative, experiential and social content, GMR designed an interactive experience that tapped into the core insight of the product: choice.
The following article was originally published on Media in Canada and was written by Bree Rody-Mantha.
As RBC aims to keep its image current and digital-friendly, it’s focusing its efforts on the millennial generation — ironically, using relics of the 80s and 90s to speak to that generation’s heart.
The financial institution is currently hosting a party at a tent in Toronto’s Liberty Village neighbourhood in order to promote the release of its newest credit card product, the RBC Rewards+ Visa card. Both the card and the party are aimed at the 18 to 34 demographic, and the celebration is filled with large versions of millennial favourites such as Jenga and Connect 4 and other games such as a stand-up shuffleboard and ping-pong.
"The spirit of this activation is really all about fun."
“The spirit of this activation is really all about fun,” Jennifer Howard, head of marketing for cards and payment at RBC told MiC. “We were really excited when this space opened up because we wanted to target a place where millennials and young professionals congregate, which is how we see Liberty Village.”
The party tent will also feature a social media wall displaying posts from the people at the activation, and will give away prizes (mostly in the form of cash and reward points) every 15 minutes. The experiential event was designed by GMR Marketing, and is being promoted through boosted social media and digital advertising, with media buys done internally by RBC.
The soft launch for the party took place Nov. 17 and will continue on throughout the weekend.
RBC has been aiming its attention toward millennials with some of its recent marketing efforts as part of a goal to be seen as more digital-friendly bank. “We’re really pushing forward with a strategy to be seen as a bank that has a strong digital relationship with its customers,” she said, using the new Visa card as an example as its sign-up process is completely paperless. “Really, the millennial generation is the most digitally enabled generation, so we’ve realized just how important that segment is.”
