Innovative YouTube marketing by a bank - sounds like a contradiction in terms? Well although the creative concept is not entirely original - the Royal Bank of Canada's use of annotations and tracking codes is a great case study of how to get the best of these features. The campaign is run by Entrinsic for RBC with the creative from film maker Jeremiah Chechik. Did you see National Lampoon’s Christmas Vacation and Benny and Joon and you've been wondering what he's up to now? Well if not, never mind because you can enjoy his talent in three short films about buying a house.
The video ads/films portray the normal emotions everyone experiences when going through what psychiatrists consider to be one of the most stressful steps in life - home buying. It can be romantic, horrifying, and dramatic all at the same time. To capture each of these three emotions the three movie trailer-like videos, the creators use YouTube annotations, allowing viewers to click through to get pre-approved for a mortgage or to book an appointment with an RBC mortgage specialist. And what's really cool are the embedded tracking codes that allow the bank to adjust annotations in real time, measure performance and optimize the campaign on the fly.
For example - In the scary trailer, one of the characters is in a spooky, dark room, a tag pops up that says 'Feeling alone?' with a link to a site to a mortgage specialist.
'The annotations are a key part of our strategy. 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.' Eli Singer, Entrinsic Founder said.
The campaign is backed by 30 second pre-roll ads on YouTube and a promotion that offers the chance to win $25,000 towards a mortgage down payment.
The entire campaign is fully orchestrated with full page movie poster-style ads in print media, blog posts promoting the movie trailers, in-branch advertising, wild postings, in-cinema advertising, interactive banner ads, social content and influencer outreach. The targets are prospective, digital first home buyers around 34 years old, where content marketing is their preferred form of advertising.
“The demographic, they’ve grown up connected … they’re users of social media, and they use it to help make their decisions,' commented Larry Jacobs, RBC's head of marketing for personal financing products, said. 'Behaviors are changing.'
It often takes the financial services industry a while to join in with what many consumer brands have been doing for a few years now - and in the case of RBC - they seem to right on the money this time.
H/T to Marketing Land