RBC (Royal Bank of Canada) has launched a new campaign to reposition itself as a bank centred on small, everyday moments.
The campaign, called “Crochet”, includes a new customer acquisition offer, with eligible new customers receiving an iPad when opening an account.
The initiative aligns with growing consumer need to balance financial responsibility with the life they want to live, with people thinking about money in small moments, not just big decisions.
The campaign activates RBC’s NOMI budgeting tool, which uses AI to help customers identify savings they may not have realised they had, reframing budgeting as an enabler of everyday passions rather than a restriction.
Sonia Whiteson, SVP personal banking at RBC, said, “People don’t experience banking through a handful of major financial decisions. They experience it through hundreds of small moments every day.”
The campaign was developed by creative agency Battery, whose president Pete Breton said the brief was rooted in helping people “make room in their budget for the hobbies and passions they love.”
Banks are increasingly moving away from milestone-based marketing and towards everyday lifestyle positioning. Challenger banks have led this shift, with established banks now following.