Since their bail out in 2008, most of the talk about the Royal Bank on social media had been negative. Our task was to redress the balance.
The bold idea
To tie-in with our 2016 brand campaign, the #UltimateTenner asked Scots to tell us what they’d do with a tenner, on social channels. We also hooked up with Scottish band Prides, who’s music featured on the ‘Notes’ ad. We created ‘Get Closer to Prides’, a one-off acoustic performance for Royal Bank customers at the legendary Barrowlands. Tickets were just a tenner (donated to charity) and the whole gig was livestreamed to three channels.
One of our clients said the ultimate tenner was “the best thing we’ve ever done.” We’re chuffed with that, of course, but the numbers are equally heart-warming. Our three major social campaigns for the Royal Bank in 2016 had hundreds of thousands of views and hundreds of shares – a true sign of advocacy.