RBC begins GoSmart campaign
By Rob Bale
RBC Canada has begun a new advertising campaign called “GoSmart.” Developed by Battery, the campaign promotes the bank’s new self-directing investing service. It is aimed primarily at new investors who might feel that the process is intimidating or inaccessible. The 60-second execution contrasts various “smart” and “not smart” decisions relevant to a younger target audience. The national campaign consists of television, connected TV, digital, social media and out-of-home advertising.