Royal Bank of Scotland: Immune to Advertising?
Wanted to move RBS onto consideration list of business customers who may be looking to move their accounts. Essential to separate bank from competitors. Although bank was not well known it did have a good image amongst those who were aware of it. Campaign looked at stressing service - trying harder. TV ran in six areas against heavy spend from competitors. Result was some lift in awareness and image but greatest change in consideration lifting company from fifth to third position. Later survey showed this lift remained over time, payback achieved.