Founded more than 150 years ago, Royal Bank of Canada (RBC) is the largest bank in Canada and one of the largest in the world. RBC wanted to make clear that despite being a truly historic institution, it’s not “your father’s bank.” Its services are designed for everyday people to make their lives easier, every day, with added value such as rewards points, gasoline and shopping discounts, ways to save on account fees, rebates, and other savings offers. To help customers manage, and maximize, all these benefits, RBC integrated them into a powerful suite, available to every customer as soon as they open an account. Because the program is designed to seamlessly fit into the lives of busy people, Catchword recommended a straightforward name that instantly expresses the ideas of value and advantage as well as the overview the program offers.
The program was introduced in 2021 with much fanfare, including the creation of the RBC Vantage Deck, which offers Canadian Open spectators an enhanced view of the 7th green and 8th tee (and is a perfect use of the brand name for sponsorship), and a marketing campaign featuring NHL star Auston Matthews. It was followed the next year by RBC Vantage Snapshot—an interactive personalized summary of RBC benefits—which we also named.
