RaboDirect: Encouraging Australians to steal back their dreams
Author: Hristos Varouhas
Total Campaign Expenditure: $5 – 10 million
Strategic communications challenge
In early 2010, RaboDirect successfully launched its 'The Straight Talking Online Bank That Prompts You To Activate Your Lazy Money' positioning using the campaign idea 'you wouldn't accept laziness here so don't accept it from your savings'.
- This initial campaign for RaboDirect's High Interest Savings Account (HISA), delivered astounding results; (53% target) raised with just 1.7% share of voice (SOV). Sources: RaboDirect and Initiative Media.
Given the success of its launch campaign, RaboDirect, feeling somewhat bullish set itself more ambitious targets for its next HISA campaign in 2011. an audacious 47% increase from its 2010 objective.