RBC Targets First-Time Home Buyers in Sci-Fi Movie Trailer Fit for Hollywood
RBC leverages data-based insights gained through Engagement Labs’ eValue Analytics tool to lead strategy on creative campaign
TORONTO, ON. – June 15, 2015 – Technology and data company Engagement Labs (TSXV:EL), creator of eValue Analytics™ and the eValue™ score, released the latest instalment in their first-time home buyers marketing strategy with Royal Bank of Canada (RBC) using robots, humor and high fidelity content to appeal to their audience.
Following the massive success of RBC’s 2014 movie trailer campaign, in which they dramatized the first-time home buying experience in three different cinematic genres, RBC and Engagement Labs created a science fiction follow-up to promote the RBC online hub of home buyer resources.
“Using our proprietary eValue Analytics tool we were able to provide RBC with irrefutable human insights into the first-time home buyers audience by using real data collected through the tool. Based on the insight that first-time home buyers compare the experience to either being romantic, dramatic, horrific, or otherworldly like science fiction, we developed a targeted campaign to appeal to this audience by creating the highest fidelity YouTube content on the web to drive viewers to RBC’s website,” said Anthony Wolch, Chief Creative Officer for Engagement Labs.
Last year’s romantic comedy trailer was the first RBC video to drive more than one million views. The campaign as a whole was a tremendous success, using content that was solely leveraged by YouTube.
“We have a deep understanding of the first-time home buyer audience and appreciate their feelings and anxieties when making such a major decision,” said Larry Jacobs, Head of Marketing for RBC. “What better way to capture the roller coaster of emotions that first-time buyers feel than capturing it through the lens of a movie trailer.”
This year’s film was created by German directing duo Alexander Kiesl and Steffen Hacker, also known as Alex & Steffen, renowned in the industry for their award winning work in future-themed 3D animation, combining live action shots with computer-generated visual effects.
“Creating this trailer was extremely interesting for us as we had the chance to create a pretty unusual commercial for one of the largest and oldest financial institutions in Canada. The main challenge and reward was ultimately pairing real consumer data with our specialty – robots. The freedom and trust Engagement Labs and RBC gave us allowed us to create an impactful and highly visual story using our native experience in the science fiction realm,” said Alex & Steffen.
With the increased consumption of video on the web, more and more marketers are turning to this medium to create attractive content for their audiences. YouTube is the number two search engine in the world and 75% of users will visit the marketer’s website after viewing a video.
About Engagement Labs
Engagement Labs’ eValue™ Score is the global benchmark for social media scoring. eValue Analytics Pro, an enterprise-grade social media analytics platform, scores brands between 0-100. eValue measures brands’ social media and digital marketing efforts. It’s composed of a series of metrics and key performance indicators (KPIs), including Engagement, Responsiveness and Impact, which is benchmarked against 100,000+ handpicked and verified brands.
The eValue score is composed of Engagement, Impact and Responsiveness metrics. Engagement is the level of interaction content receives on a specific social network, Impact is the unique reach content receives on a specific social network, and Responsiveness measures how much, how fast and how well a brand responds to actual conversations amongst its users.
Engagement Labs (TSXV:EL) offers intelligent social data, analytics and insights for organizations that are actively engaging on social networks. Offered as a SaaS or through an API, the eValue™ analytics platform allows brands to measure and maximize the effectiveness of their social media marketing campaigns, as well as measure that of their competitors across major social networks Facebook, Twitter, YouTube and Instagram. Engagement Labs maintains offices in Montreal, Toronto, Paris and New York. www.engagementlabs.com / www.evaluesuite.com
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