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Case Study - Royal Bank of Scotland (RBS) - Integrated Marketing

Case Study - Royal Bank of Scotland (RBS) - Integrated Marketing

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Published by Noha Agency

Case Study - Royal Bank of Scotland (RBS) - Integrated Marketing

Our client

As a result of RBS’s acquisition of NatWest, in 2002 the invoice finance arms of the two banks – Royal Bank Invoice Finance and NatWest Commercial Services merged to create The Royal Bank of Scotland Commercial Services.

The Client’s Challenge

A new company with a new name meant a new brand. In response to the brand proposition ‘Invoice Finance. Sorted’, we were asked to devise and implement a new creative strategy. Crucially, the creative route needed to provide a framework for execution across communications to a range of audiences (each needing differing benefit messages), fit within rather than alienate the overall RBS Brand and be delivered fast and efficiently.



Our Solution

The team quickly generated a wide range of initial ideas and the chosen route was honed into a final creative solution – ‘Tools’.

Using original photography and simple but effective headlines such as ‘Invoices paid on the nail’, the creative strategy fitted the very direct brand proposition and provided the flexibility to meet the needs of the different audiences.

It also allowed for ongoing development following the brand launch.

The implementation phase involved us developing five new brochures, a website,direct mail materials and a National and Business Press advertising campaign to launch the new brand.

Case Study - Royal Bank of Scotland (RBS) - Integrated Marketing

Our client

As a result of RBS’s acquisition of NatWest, in 2002 the invoice finance arms of the two banks – Royal Bank Invoice Finance and NatWest Commercial Services merged to create The Royal Bank of Scotland Commercial Services.

The Client’s Challenge

A new company with a new name meant a new brand. In response to the brand proposition ‘Invoice Finance. Sorted’, we were asked to devise and implement a new creative strategy. Crucially, the creative route needed to provide a framework for execution across communications to a range of audiences (each needing differing benefit messages), fit within rather than alienate the overall RBS Brand and be delivered fast and efficiently.



Our Solution

The team quickly generated a wide range of initial ideas and the chosen route was honed into a final creative solution – ‘Tools’.

Using original photography and simple but effective headlines such as ‘Invoices paid on the nail’, the creative strategy fitted the very direct brand proposition and provided the flexibility to meet the needs of the different audiences.

It also allowed for ongoing development following the brand launch.

The implementation phase involved us developing five new brochures, a website,direct mail materials and a National and Business Press advertising campaign to launch the new brand.

More info:

Categories:Types, Brochures
Published by: Noha Agency on Nov 23, 2012
Copyright:Attribution Non-commercial

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09/17/2013

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