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...