When we won the pitch to create a campaign for RBS Group within their airports strategy we suggested they consider two things.
First, airports aren’t emotionally neutral. They’re emotionally laden – places of homecoming, reunion, embarkation and adventure.
Second, with the bank under fire, stick to the facts and be honest and straightforward, but come out from the shadows and allow the personality of a great company to shine through. We also suggested they talk about some things that all people could agree on - and feel good about.
The result was the ‘This is Home’ campaign, consisting of over sixty executions mainly appearing in large formats on the side of airport buildings, and posters in walkways and airbridges.
The campaign contained local insights, and pointed to the successes of the bank in the three cities. All wrapped up in the powerful idea of “home”: shared ground for both the bank and its audience.
At a time when many bank brands have become tarnished, “This is Home” is helping RBS Group say something positive and confident without overreaching.