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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.

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