Integrated
Crime Doesn’t Pay
Royal Bank of Canada
Issue 6 | July 2008
Background
Royal Bank of Canada (RBC) was perceived by students as Canada'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.