To make sure our film trailers looked and felt authentic, we brought in veteran Hollywood filmmaker Jeremiah Chechik as our director. We captured the same story three unique ways, parodying the cinematic tropes of a Romantic Comedy, Drama, and Horror film. Replica film posters and online banners accompanied the campaign.

Our annotation strategy allowed viewers to locate a mortgage specialist in real time, access a mortgage calculator to find out what kind of home they can afford, and even book an appointment to get pre-approved for their mortgage on the spot.

The campaign generated over 1.5 million impressions in the first 24 hours, raising widespread awareness of RBC’s commitment to first-time homebuyers. Coverage included a full-page feature article in Canada’s largest newspaper. We also saw click-through rates on our YouTube pre-roll content that were 11 times higher than average for the financial industry.