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Entrinsic Debuts ‘The Mortgage’ Film Trailers for RBC

Digital agency Entrinsic created a new campaign for RBC targeting first-time home buyers called “The Mortgage,” in which they imagine the home buying experience in three different Hollywood-genre style trailers.

Directed by Jeremiah S. Chechick (best known for National Lampoon’s Christmas Vacation), each trailer promotes a fictional film of a couple shopping for their first house, with roughly the same formula channeled into three different genres: romantic comedy, drama and horror. The results are cheesy, but not unwatchable. They certainly have the tone of the Hollywood trailer nailed. The best of the bunch is probably the horror one (featured above), which squeezes in some jokes riffing on popular horror movie tropes. It works a lot better than the drama trailer, which feels a bit forced attempting to fit home buying into a Hollywood drama style narrative.

“Analytics are always behind everything we do at Entrinsic,” said Eli Singer, founder and president of Entrinsic. “We call it ‘creative by the numbers.’ Based on the data we gather we’ll be able to augment the campaign, making it increasingly connected so that it drives strong results for the client, just like we did with RBC’s successful students initiative.”

At the end of each of the trailers, viewers can click through to RBC’s digital properties for first-time homebuyers. In addition to the three spots, the campaign also has a social media element with events on Twitter, as well as a contest giving entrants the opportunity to win $25,000 towards a mortgage downpayment. The campaign will also be supported by “integrated offline content including full page movie poster-style ads in newspapers, mock “coming soon” posts promoting the movie trailers on relevant websites and blogs, in-branch advertising, wild postings, in-cinema advertising, interactive banner ads and social content and influencer outreach.” It will run throughout the key spring homebuying season. Stick around for credits and “Romantic Comedy” after the jump.

Credits:

Title: “The Mortgage”
Client: RBC Royal Bank
Marketing Head, Personal Financing Products, Canadian Banking, Royal Bank of Canada: Larry Jacobs
Agency: Entrinsic
Executive Creative Director: Anthony Wolch
Copywriter: Kyle Carpenter
Art Director: Christina Pinto
Agency Producer: Rea Kelly
Executive Director Client Service: Carolyn Contois
Account Executive: Maegan Thomas
Production Company: Revolver Films
Producer: Rob Allan
Executive Producers: Luc Frappier, Richard Cureton
Post Production: Rooster Post
Editor: Dave DeCarlo
Assistant Editor: Drew Stevenson
Executive Producer: Melissa Kahn
Colour Transfer: 1188
Colourist: Hardave Grewal
Online: Fort York
Flame Artist: Andrew Rolfe
Audio: Boombox Sound
Music Supervisor: Roger Leavens
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