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...