RaboDirect: Steal back your dreams

This case study describes how RaboDirect, the bank, used a provocative advertising campaign in Australia to achieve growth well out-pacing that of competitors.

RaboDirect: Steal back your dreams

Campaign details

Agency: Whybin\TBWA DAN SydneyAdvertiser: RaboDirectAuthor: Hristos Varouhas and Nitsa Lotus

Executive summary

Over a four-year period, RaboDirect raised a staggering amount in deposited savings with just an average 2.1% annual share of voice (SOV) which pales in comparison to its source of business (Big Five Banks) who had a combined average annual SOV of 83%.

To put this into context, RaboDirect outgrew the category at an average rate of 255%, when its competitors grew only 45% in the same period.

This was an incredible result given nab launched...

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