RaboDirect: Waking up people's lazy money

RaboPlus (a savings bank) was rebranded as RaboDirect in a bid to steal market share from its "big five" rivals in the Australian market and raise an extra A$1.5bn in deposits.

RaboDirect: Waking up people's lazy money

Agency: Whybin\TBWA\Tequila

Advertiser: RaboDirect

Author: Hristos Varouhas

Total Campaign Expenditure: $5-10 million

STRATEGIC COMMUNICATIONS CHALLENGE

In early 2010, with little equity in its name, RaboPlus (the savings-only only arm of Rabobank) set itself the audacious goal of raising $1.5 billion in savings through their High Interest Savings Account (HISA) whilst at the same time relaunching itself as RaboDirect. This was a very ambitious task considering...

1. RaboDirect was a small unknown fish in a very big pond.

  • RaboDirect had $7.2m in media for the whole year - just 1% of...

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