RaboDirect: Steal Back Your Dreams

This case study explains how the bank RaboDirect increased deposited savings in Australia.

RaboDirect: Steal Back Your Dreams

Agency: Whybin\TBWA Sydney

Advertiser: RaboDirect

Author: Hristos Varouhas

Total Campaign Expenditure:$5 – 10 million.

Executive Summary

Please Attach the Executive Summary to the front of the entry so the judges can read this first. An Executive Summary of no more than 100 words is also required (not included in page count).

In a risk-averse environment where consumers favoured big trusted bank brands, RaboDirect increased deposited savings by a staggering amount – all with just 2.7% share of voice (SOV) – meaning it achieved a 26:1 ROI.

This was an incredible result...

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