Kids Press Conference
Challenge
RBC wanted to cut through the noise of NHL All-Star Week. They asked us to develop a piece of authentic, watchable social content (Reels/Stories/TikTok) for RBC, featuring Auston Matthews, Sarah Nurse, and Marie-Philip Poulin. Rather than highlighting a particular message, the goal was to create something shareable that would stand out and most importantly, associate these talented athletes with RBC.
Strategy and Solutions
We filled a press conference room with very young hockey fans and let them ask whatever questions they’d like to the three athletes. Inspired by viral videos of kids interviewing adults, our content showcased the light-hearted and innocent nature of children – a way to add some RBC humanity to NHL All-Star Week.
RBC Insurance
Challenge
There are many misconceptions about life insurance around what it takes to get insured. Salt was challenged to help RBC Insurance clarify some of these misconceptions Canadians have, in a way that felt less like an ad and more like a modern conversation. Why? To ultimately get Canadians without life insurance to consider it.
Strategy and Solutions
SALT helped RBC Insurance identify some of the most relevant barriers to obtaining life insurance and brought it to life in a way that felt different from other traditional insurance companies. We brought Canadians into the conversation by creating a fictional podcast hosted by young insurance-curious Canadians. Hosts dispelled common misconceptions with simple truths. The campaign was tailored to both English and French Canada and built to fit multiple social and OLV formats.
RBC Training Ground
Challenge
RBC was looking for a big and bold way to bring to life the Training Ground platform that was created in effort to support up and coming athletes in partnership with the Canadian Olympic Committee.
Strategy and Solutions
RBC Training Ground is built on an annual cycle of key marketing opportunities and moments in Canadian sport. Beginning with a recruitment window, RBC leverages content captured throughout the year and, with help from its roster of RBC Olympians, aims to drive brand affinity and program signups for qualifying events happening across the country through targeted marketing campaigns. With Olympians and partnered sport organizations present, we’ve designed each qualifying event to test the athletes and fill our social calendar.
When qualifying events wrap, sport partners nominate the top 100 athletes for the RBC Training Ground National Final; a three-day event we’ve designed to provide athletes with an experience fit for Olympians. The RBC Training Ground National Final serves two purposes: To put athletes to the test with an opportunity to land one of 30 spots each year as an ‘RBC Future Olympian’ whereby athletes are placed with a National Sport partner and provided the funding and support required to train in hopes of one day competing on the Olympic stage. As a content factory to support the upcoming marketing calendar. Following the 2022 RBC Training Ground National Final, we produced 45 unique pieces of content focused on amateur and professional athletes in support of paid and organic social campaigns. In just 8 years, 13 RBC Training Ground athletes have gone on to compete at the Olympics, with 7 of them finishing on the podium taking home 2 Gold, 1 Silver and 4 bronze medals across a variety of individual and team sports.
RBC x Music
Challenge
Royal Bank of Canada (RBC) needed help bringing its music sponsorship platform to life in a way that not only connected with music fans, but provided meaningful support to the artist community. Historically, this platform was positioned as a tactical rewards program tied to live music events. But with the world in lockdown due to the pandemic, RBC had to find a new way to support the music industry – one that wasn’t directly tied to live music experiences.
Strategy and Solutions
Partnering with award winning artist H.E.R. alongside seven up-andcoming artists, we built creative that drove awareness of First Up by allowing these artists to tell their stories to inspire a generation to find and share their own voices. We launched this platform during music’s biggest night, putting our artists on the biggest stage they’d ever been on, the Grammy’s. Our message was then shared across 80 pieces of custom content designed to flood the social channels of our core audience.
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