Develop a new creative concept for RBC’s online savings acccounts to replace the in-market “i.o.me” campaign.
Highlight the online nature of the account, but not at the expense of speaking to the barriers people face when trying to save.
In order to tackle savings barriers head on, we wanted to approach this campaign from the perspective of the consumer. Using a human voice, we put customer concerns in chat bubbles and used the simple tag – easy as eSavings – as the solution to their saving woes. We also created a new symbol to represent the online nature of the eSavings account by taking the letter e and applying a treatment similar to the @ symbol.