The Royal Bank of Scotland is the world’s fifth largest bank, but awareness among influential corporates does not reflect that standing. In 2002 RBS ranked only 14th in the Wall Street Journal familiarity index. Our challenge was to increase awareness and profile of RBS among its key targets.

Since the site’s inception in June 2003, prompted awareness of the RBS brand has increased by 5% amongst ABC1 Businessmen. (Source BAA/Decaux Tracker). And what better proof that this has indeed become a landmark then the AA’s decision to re-designate it as 'the RBS roundabout'?

The unifying theme behind all RBS communication is a 'Make it Happen' philosophy. The determination and dedication involved in making the Waterfall Site happen is the absolute embodiment of this philosophy, and the outcome is perfect example of the ‘medium as the message’. How many creative executions require an architect, a designer, 120 tons of polished stones imported from China, 6,600 individually crafted light bulbs, 4 years planning and 12 weeks in construction!

Technology and infrastructure developments mean business is increasingly global and RBS needs to forge its reputation around the world. Heathrow’s top destinations include New York, Frankfurt, Paris and other UK cities – all integral to the bank’s business network – making the Welcome Structure the hub for a network of RBS branded landmarks at home and abroad. These include JFK, Edinburgh and Manchester, sponsorship of the Heathrow Express, and projects in development in Frankfurt, Paris and Glasgow.

In the Financial Institution sector a company’s name acts as a ‘gatekeeper’ – determining the flow of consumers, investors and employees. Communicating a company’s stature and values is crucial in such a competitive marketplace. What better way of securing your reputation than making your company part of the landscape? In an unprecedented move MediaCom Outdoor worked with PSI, JCD and BAA to create the RBS Heathrow Waterfall Site – an architectural landmark unmissable to anyone travelling to Heathrow by road; and for a global company headquartered in the UK, an ideal landmark reaching 23 million business passengers annually.