RBS GLOBAL BANKING & MARKETS
Royal Bank of Scotland - ThirtyThree

Royal Bank of Scotland is one of the UK's largest financial institutions and graduate recruiters. Our 12-minute, interactive animation is being used to engage with prospective employees from around the globe, to better communicate a particularly complex area of the financial services sector and support the recruitment process. It allows candidates from across the globe to 'visit' the bank and 'meet' some of their peers through a combination of animation sequences and live footage.

RBS Global Banking and Markets is the RBS investment arm, delivering financing, investing and risk management solutions to large corporations, financial institutions and governments around the world. Communicating the GMB process in a succinct and appealing way can be difficult.

Working with employer branding and marketing specialists Thirtythree, we sought to simplify communication of what exactly the business does, through a visual representation of the GMB process. We created an HD animation designed to guide graduates, interns and aspiring bankers through an introduction to the world of global banking and markets in a simple, engaging manner. Combining visual images with an explanatory voice over enables messages to be delivered more effectively, with both channels reinforcing the other. Bringing a complicated subject to life in this way makes it easier to absorb and understand the information.

Combining our visualisation skills with some talented character animators, we created a virtual RBS bank through which the viewer follows an overview of the GBM services. Visitors are taken on a journey through the building - used as an analogy for the business itself - visiting the different departments in which it operates. The potential candidates get an insight into both the intellectual arena and the physical environment they can expect to be working in.

All cityscapes and individuals are purposely generic which allows the animation to retain relevance whether it is used in the UK, America or the Far East. And while the virtual bank itself had to portray the RBS brand and fit out, it was not a replica of any particular branch. Without any specific plans on which to base the models, we instead drew upon more than 10 years' experience of architectural planning and design visualisation to create the financial district through which the viewer passes before arrival at the bank itself.

In order to maintain the viewer's active engagement with the animation, they are asked to interact by choosing which of the two paths to follow - banking or markets - and whether to watch a series of live talking head interviews with current graduate trainees. These segues are used as a device to introduce more detailed information about specific sections of the process, and provide further visual interest by breaking the animation down into smaller sections.

The finished sequences were matched to a scripted voiceover, cut with the interview sequences and arranged into an interactive Flash presentation by the digital team at Thirtythree for www.makeitrbs.com

CASE STUDY No.12
Previous | Next