Boutique Marketing Marketing Campaign of the Year – Royal Bank of Scotland
Uwern Jong, Managing Director of Boutique Marketing presented the Royal Bank of Scotland with their award
When The Royal Bank of Scotland Group ran a recruiting campaign at Manchester Pride in 2010 using Bluetooth technology to transmit a targeted message, it demonstrated its commitment to equal opportunities for lesbian, gay, bisexual and transgender (LGBT) employees and customers alike.
The campaign embraced new communication technology to reach the right audience at the right time on their own terms, at an event attended by thousands of people from across Europe and the world. For RBS, which had previously relied on traditional ‘above the line’ advertising channels to recruit and had no prior experience with Bluetooth, it was quite a departure. Yet the results show that this paid off. Over 23,000 people chose to download the RBS message – an impressive download rate of 19.1%, compared to the usual download rate of 5-15%.