RaboDirect Brand Campaign ‘Exposes Shonky Savers’

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RaboDirect’s latest advertising campaign 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 New South Wales, Queensland and Victoria on June 21– was devised by Whybin\TBWA Group Sydney. The campaign includes TVCs, social media mini film, digital and press advertising

Rabobank Australia & New Zealand general manager of marketing Renee Amor said the new campaign reinforced the brand promise 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,” Amor said.

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.

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

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