As the longest standing partner of the Canadian Olympic Committee (Team Canada), RBC had traditionally leveraged the partnership during Olympic window every two years to showcase its brand, products/services and its support of athletes to Canadians . To further realize partnership value and to fill an existing gap in next generation athlete recruitment and support, it introduced ‘Training Ground’. At its core, RBC Training Ground is an athlete identification program for youth ages 14-25 and is designed to fuel Team Canada’s Olympic pipeline while providing consistent marketing opportunities and attribution for RBC.
RBC Training Ground is built on an annual cycle of key marketing opportunities and moments in Canadian sport. Beginning with a recruitment window, RBC leverages content captured throughout the year and, with help from its roster of RBC Olympians, aims to drive brand affinity and program signups for qualifying events happening across the country through targeted marketing campaigns. With Olympians and partnered sport organizations present, we’ve designed each qualifying event to test the athletes and fill our social calendar.
Royal Bank of Canada (RBC) needed help bringing its music sponsorship platform to life in a way that not only connected with music fans, but provided meaningful support to the artist community. Historically, this platform was positioned as a tactical rewards program tied to live music events. But with the world in lockdown due to the pandemic, RBC had to find a new way to support the music industry – one that wasn’t directly tied to live music experiences.
Partnering with award winning artist H.E.R. alongside seven up-andcoming artists, we built creative that drove awareness of First Up by allowing these artists to tell their stories to inspire a generation to find and share their own voices. We launched this platform during music’s biggest night, putting our artists on the biggest stage they’d ever been on, the Grammy’s. Our message was then shared across 80 pieces of custom content designed to flood the social channels of our core audience.
Why not take a look at a few of our other projects.