RBC's first-time homebuyer campaign is centred around three movie trailer-style films directed by veteran Hollywood filmmaker Jeremiah Chechik (National Lampoon’s Christmas Vacation, Benny & Joon). Each trailer promotes a fictional movie following a couple going through the ups and downs of buying their first home, showcasing just how different the journey can be for everyone—it might feel like an upbeat romantic comedy, an emotional drama, or at times even a horror.
“When it comes to buying your first home, everyone's story is different,” says Larry Jacobs, Marketing Head, Personal Financing Products, Canadian Banking, Royal Bank of Canada. “No matter the journey, RBC mortgage specialists are there with advice to help guide new homebuyers along the journey, making sure that, at the end, everyone’s story has a happy ending.”
The campaign enables viewers to click through to get pre-approved for a mortgage, or book an appointment with an RBC mortgage specialist who will provide them with expert advice and solutions. All three YouTube trailers include embedded annotations that drive viewers to RBC’s digital properties for first-time homebuyers. Unique tracking codes are included, allowing for adjusting annotations, performance measurement and active learning and optimization throughout the campaign, so RBC can ensure clients have the information and tools they need to navigate through their biggest purchase.
“Analytics are always behind everything we do at Entrinsic,” says Eli Singer, Founder and President, Entrinsic. “We call it 'creative by the numbers.' Based on the data we gather we'll be able to augment the campaign, making it increasingly connected so that it drives strong results for the client, just like we did with RBC's successful students initiative.”
“The annotations are a key part of our strategy,” adds Jacobs. “We wanted to go one step further in leveraging this innovative approach to better provide our clients with expert advice and solutions. No matter where our clients are in their home-buying journey, every annotation drives them directly to the relevant information and advice they're looking for.”
RBC has also taken to social media platforms like Twitter to connect and share. Twitter events are just another way to reinforce the ease with first-time homebuyers can connect with the financial institution. RBC will also promote the launch of the campaign and a contest for the chance to win $25,000 towards a mortgage downpayment.
The first-time homebuyer campaign will also be supported by integrated offline content including full page movie poster-style ads in newspapers, mock “coming soon” posts promoting the movie trailers on relevant websites and blogs, in-branch advertising, wild postings, in-cinema advertising, interactive banner ads and social content and influencer outreach to further extend the conversation. It will be in market through the key spring home buying season.
Creative Credits:
Title: “The Mortgage”
Client: RBC Royal Bank
Marketing Head, Personal Financing Products, Canadian Banking, Royal Bank of Canada: Larry Jacobs
Advertising Agency: Entrinsic, Toronto Canada
Executive Creative Director: Anthony Wolch
Copywriter: Kyle Carpenter
Art Director: Christina Pinto
Agency Producer: Rea Kelly
Executive Director Client Service: Carolyn Contois
Account Executive: Maegan Thomas
Production Company: Revolver Films
Director: Jeremiah Chechik
Producer: Rob Allan
Executive Producers: Luc Frappier, Richard Cureton
DP: Doug Koch
Post Production: Rooster Post
Editor: Dave DeCarlo
Assistant Editor: Drew Stevenson
Executive Producer: Melissa Kahn
Colour Transfer: 1188
Colourist: Hardave Grewal
Online: Fort York
Flame Artist: Andrew Rolfe
Audio: Boombox Sound
Music Supervisor: Roger Leavens
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