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...