RBC Rewards+ Visa was designed to appeal to a younger, millennial audience, an audience that traditional banking communications weren’t necessarily built to engage.
The Challenge
How could we make a financial product feel relevant and approachable to millennials?
The Approach
The opportunity wasn’t simply to change the words. It was to rethink how a bank should sound when speaking to a generation accustomed to more informal, conversational brands.
We moved away from the traditionally conservative tone of financial services and developed a more relaxed, colloquial voice that felt natural to the audience.
The Solution
We communicated in the language and tone millennials were more likely to recognize as their own, making the product feel less like a traditional banking offering and more relevant to their everyday lives.