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New RaboDirect brand campaign 'exposes shonky savers'

June 19, 2015

RaboDirect Australia has launched a new brand campaign exposing the nation's 'shonky savers'.

The savings bank arm of Rabobank, RaboDirect’s new advertising campaign – which includes TVCs, social media mini film, digital and press advertising – features a humorous take on a tabloid television current affairs program exposing the shonky savers who are ripping themselves off by leaving their money in low-interest-bearing transactional accounts. 

The campaign – which launches across the eastern seaboard (New South Wales, Queensland and Victoria) on June 21– was devised by Whybin\TBWA Group Sydney. 

Rabobank Australia & New Zealand general manager of marketing Renee Amor said the new campaign reinforced the brand promise RaboDirect had championed since launching in the Australian market as a challenger brand in 2007 – to empower customers to make the most of every dollar saved. 

"The campaign is designed to provoke people not to be their own worst enemies when it comes to their savings, while showing that RaboDirect enables them to be part of their own solution," she said. 

Ms Amor said the campaign reflected the findings of RaboDirect's 2014 Financial Health Barometer research which had found that 40 per cent of Australian consumers regularly kept their deposited savings in low-interest transactional accounts. 

"We took this insight as an opportunity to motivate these people – the 'shonky savers' – to stop conning themselves out of the interest they could be earning if their money was in a high interest savings account," she said. 

Wesley Hawes, ECD Whybin\TBWA Group Sydney said: "Keeping your savings in a low interest transaction account is bad. But when over 40 per cent of the country is doing it - it’s an outrage. And a scandal can only be tackled in one way: with the full force of tabloid journalism". 

As the savings bank business of food and agricultural lender Rabobank, deposits raised by RaboDirect are invested in Australia’s food and agricultural sector. 

Ms Amor said RaboDirect provided savings products for a range of customer needs and types. 

"This extends from customers saving for a holiday right through to Self Managed Super Funds," she said. "Our savings products are suitable for everyone from average Australians of all ages saving for a particular need, or want, to financially-secure retirees or people moving into retirement." 

RaboDirect also has an intermediary channel providing savings products to financial planners and advisers for their client base. 

Ms Amor said the new campaign also saw the implementation of a change in RaboDirect Australia’s tagline from 'the straight-talking online bank' to 'the straight-talking savings bank'. 

"Although this is a relatively small change of one word, it has significant impact from a brand positioning perspective," she said. "The new tagline differentiates us through our unique savings specialist positioning, while the 'online' reference was no longer a point of differentiation, as all banks now have a strong online service offering."

In addition, the new campaign will be supported by the re-launch of RaboDirect’s website, in Sitecore.

View the Special investigation
View the 15” TVC
View the press ads

Client: RaboDirect
Creative Agency: Whybin\TBWA Group Sydney
ECD: Wesley Hawes & Gary Mccreadie, Matty Burton & Dave Bowman
Senior Creatives: David Roberts & Tim Chenery
Production Company: Revolver
Director: Matt Devine/The Glue Society
Editor: The Butchery
Post production: Heckler
Photography: Gerrard Needham
Media Agency: Zenith Optimedia

Media contacts:

Denise Shaw
Head of Media Relations
Rabobank Australia & New Zealand 
Phone: 02 8115 2744 or 0439 603 525 

Jess Webb
Media Relations Manager
Rabobank Australia & New Zealand
Phone: 07 3115 1832 or 0418 216 103