RBC Rewards+ Visa

The Context

RBC engaged Proof Experiences to develop a campaign that would increase awareness of the RBC Rewards+ Visa card with the highly sought-after millennial target audience. Competition for Visa cards and millennial attention is fierce, so our approach needed to be bold to break through the clutter.

The Solution

RBC Rewards+ Visa is not just about giving people rewards. It’s about giving them the choice to pick a reward that fits their lifestyle… because they’ve earned it. We developed the Earned It campaign, which was brought to life through branded social ads, influencers, and an exclusive experiential event: the RBC Night ON!. The Night ON! event was held for one night only in Toronto and rewarded RBC Rewards+ Visa cardholders and well-known Canadian social media influencers with a unique experience, including musical entertainment, unique and tasty appetizers, cirque-esque acrobatic performances, customized gifts and contests. Many of the rewards partners such as Roots, Nordstrom, New York Fries and Indigo were highlighted with one-of-a-kind experiences offering guests plenty of unique moments to share on social media. The content from the event and the branded social ads reached millions of Canadians and increased top-of-mind awareness by over 50% with the target audience.

Services Provided

  • Creative Services
  • Production & Development
  • Experiential Campaign Strategy & Execution
  • Brand Ambassador Recruiting & Training
  • Reporting, Measurement & Analytics
  • On-site Management
  • Video and Audio Production
  • Influencer Support
  • Venue & Partner Management
  • Supplier Management
  • Caterer Selection & Management
  • Website & Registration
  • VIP Management & Security