RaboDirect: Not Just Any Bank

This case study describes how an integrated campaign helped RaboDirect, which in Ireland provides safe and secure savings and investments services only, present a new brand story that convinced the public to invest their savings with RaboDirect.

RaboDirect: Not Just Any Bank

Agency: Boys and Girls

Introduction & Background

To fully understand this case, it's important to know that RaboDirect Ireland has a different remit to any other bank in this market. While RaboBank abroad offers a full range of financial services (current accounts, savings, loans etc.), here in Ireland RaboDirect provides safe and secure savings and investments services only. Success means having more funds on deposit.

It is not possible to write any paper on banking without referencing the savage demise of the Celtic Tiger, bludgeoned to death by builders, bankers, excessive spending and global recession...

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