RBS Group
The RBS Group around the world
What happened? next?
RBS Group believed 'that actions speak louder than words'. They developed a campaign around 'Make it happen', an attitude, you either have or don't, to show that unlike other banks they were an organisation that quietly got things done without making a fuss.
In 2007 the campaign was refreshed with a new TV commercial. The focus was on qualities which the RBS Group values and featured situations where people have been resourceful, showed ingenuity, clarity or creativity.
The campaign was targeted at influential people, for example senior level executives and their advisors, so the commercials were scheduled to appear during programmes which they would be most likely to view.
These included CNN, Fox News Channel and programmes about financial matters.
To see an example of the TV advertisements click here
As well as showing TV commercials RBS Group took out advertisements in business publications like 'The Wall Street Journal' and 'Business Week.'
Major advertising units on all jet bridges and exits at international airports including New York JKF, New York La Guardia and Chicago's O'Hare international airport grab the attention of international travellers.
A major development was to create a sponsored editorial with Dow Jones online. This is a series of 12 video interviews with senior US executives who 'have made it happen', and so demonstrate the qualities that the RBS Group values.
To see the videos visit click here
'The bank of the Majors'
RBS is an important sponsor of Golf championships. It is a long term Patron of the Open Championship, a financial Patron of the PGA and has a licensing agreement with The Masters (for the UK). Jack Nicklaus, perhaps the greatest golfer of all time with 18 Majors to his credit is an RBS ambassador. He is featured in TV commercials which emphasise that 'he's still the man to beat.'
This creates a great publicity opportunity as every time Tiger Woods wins another Major and gets closer to Jack's record there is renewed interest from the public.
There are also a series of programmes about Jack's life and remarkable golfing career. The first four programmes are called 'The Majors – Make it happen moments.' These programmes are scheduled to be shown on:
- CBS Television
- the Hotel Network in the US
- in-flight programmes of the major airlines.