The state-owned bank has launched a TV campaign, by M&C Saatchi, featuring real consumers discussing their experiences with RBS, and addressing the fact the bank is 70% owned by the taxpayer.
One execution, starring a fisherman from Skye, mirrors its recent marketing for NatWest, focusing on its ability to reach remote consumers through mobile banking services.
The fisherman comments: ‘As the Royal Bank of Scotland, Scotland certainly was let down, but we still think the same of RBS. Nothing has ever changed for us.' The ad ends with the strapline ‘Here for you'.
Earlier this year, the bank consolidated the retail ad accounts for the RBS and NatWest in M&C Saatchi, with CHI & Partners handling direct marketing across the brands.