As Canada’s biggest bank, RBC (Royal Bank of Canada) was perceived by students as the nation’s corporate bank - staunchly conservative, the bluest of the blue suits, the old peoples’ bank. As a result, students were increasingly signing up with competitor banks. So if RBC had any hope of attracting students, they had to talk to them in a relevant way, showing they understood the challenges of student life.

The "Crime Doesn't Pay. Our Free Banking Does" campaign was based on the insight that cash-strapped students tend to 'steal' things - from toilet paper to condiments to “borrowed” pens and hoodies. This led to a fake law-enforcement agency, the CIAAA (Campus Investigations And Apprehension Agency) that was out to catch these petty thieves. But students had another option: to sign up for RBC’s fee-free banking.We took our message to students wherever they happened to be - online, on campus and even on the toilet. RBC offered students a safer crime-free route to financial freedom.

New student accounts more than doubled extremely aggressive targets set by client - over 200% above sales target.New signups doubled that of previous year's student campaign.Thousands of students signed up with RBC on Facebook - with a 30% monthly growth rate.

Generated nationwide and international media coverage, including a full-page article in the influential National Post, a full write-up in Strategy Magazine and a feature article in the direct marketing industry's revered Directory publication."Our best campaign ever." Vince Aragona, Director of Advertising and In-branch Marketing, RBC.New love for an old bank.