Whybin\TBWA\Tequila Sydney set to launch integrated campaign for renamed RaboDirect
RaboPlus, Rabobank’s online banking service, is launching its largest ever campaign on Sunday to promote its name change to RaboDirect and to encourage consumers to reconsider their current banking relationship and make their money work harder.
Launching on Sunday 23 May, the integrated campaign will include TV, radio, print (pictured top), out-of-home (OOH), experiential and online (pictured bottom). The creative idea “Don’t accept laziness from your savings” aims to educate customers to be discerning with savings products and interest rates; and in the process activate lazy money.
According to Greg McAweeney, RaboDirect’s General Manager, the name change, increased marketing and market-leading interest rates, are just the first steps towards a more aggressive approach to customer acquisition this year. It also supports the business’ brand promise of being direct and straight-talking, while bringing the Australian brand in line with the global operation.
Nitsa Lotus, Head of Account Management at Whybin\TBWA\Tequila, said “We’re very excited about the new brand campaign. It is a true demonstration of RaboDirect’s ethos; they are transparent and straight-talking in all of their business dealings. It’s refreshing to work with a financial services organisation that closes the gap between the business of banking and the marketing of banking,” she said.
CREDITS
Creative – ATL
Executive Creative Director: Garry Horner
Creative Director: Matt Kemsley
Copywriter: Tammy Keegan
Art Director: Sam Chappell
Copywriter: Steve Dodds
Art Director: Janelle Shearer
Copywriter: Srinath Mogeri
Art Director: David O’Sullivan
Copywriter: Richard Shaw
Art Director: Miles Jeffereys
Art Director: Luke Martin
Copywriter: Alistair Geikie
Director: Dave Denneen
Producer: Anna Fawcett
Production Company: FG Entertainment
Digital Creative
Digital Creative Director: Russ Tucker
Digital Art Director: Craig Brooks
Digital Copywriter: Mark Cimarosti
Design: Aliza Nordin
Design: Peter Chen
Design: Jolene Chang
Head of Account Management, Rabo: Nitsa Lotus
Account Director: Holly Jonas
Digital Account Director: Emily Crooks
Planning Director: Hristos Varouhas
Head of Broadcast: Sean Ascroft
38 Comments
Hey guys, you forgot to credit the tea lady. She was in the room after all.
I’m sure Dave and Matty will be noting that it took the entire dept to come up with…that.
Nice work, can’t argue with it
it’s fresh, clear and fun
Sorry, it doesn’t take THAT many people. It just doesn’t.
Don’t accept laziness from your advertising agency.
thats a whole lotta people for a very small output…
Lovely idea. Hope the executions fulfill the promise.
The credit list is gold! 🙂
Looking forward to how the campaign rolls out.
A classic swan song from Gazza I hope.
Fuck you’re a harsh lot. Call me nuts, but I suspect there is more to the campaign than one press ad, one TV spot and a banner. In fact, I think the blurb mentions that.
Could be a bit of premature ejaculation from Whybin’s PR joint.
Funny so far…
the winner is whoever negotiated the fee for all these people – nice work big guy
This campaign has real potential – can’t wait to see the rest of it
Well it’s clear the executions don’t fulfill anything, least of all any self respecting agency creative….sheeeesh. Why would so many people want their names on such ghastly work.
The client accepted a bit of laxiness in thinking by the looks of it.
Holy crap!
How many post-recession agencies still have 5+ creative teams with separate digital creatives?
At the very least, that’s gotta be a sign these guys are doing something right.
Or maybe they just don’t pay very well?
hmm… Maybe that’s what they’re doing right…
I’m sure the credit list is as long as it is because a lot people from the agency would have worked on it.
That’s one thing you’ll realise if you you get a job after Award school is that there is a lot more team work in the real world.
Hey, maybe Richard Maddocks could fill a few pages of his new novel with some of the credit list?
Either way, I like what I’ve seen so far, regardless of how many people are credited on it.
The only thing missing from the credit list is the Movie Tone and Cinecolour logos.
Why? Whybin.
Nice idea, i’m sure there is alot more to the campaign given the credits, look forward to seeing it…. this is fresh work in a tough category. Nice one one to go out on Garry.
I’d say the copy meets the headline promise. It’s lazy! A line about not accepting laziness and a photo of laziness and then two paragraphs about RaboBank’s savings and loan. Not a very convincing case. You can’t expect the reader to keep the idea in mind while they read all that client speak product promotion. More craft required here.
Aw thanks, 6:16, ‘you you’ old veteran you, that explains everything. But when I grow up, graduate and work at an agency, I know this much, I don’t want nine other creatives butting in while I’m trying to polish a turd like that.
(And ‘you you’ really should see someone about that terrible stutter, dude.)
Great to see it up and running!
Miss you guys 😉
xx
You guys ever think that maybe one of the reasons TBWA won this harlot of an account is the promise of resourcing it with all the firepower the agency can muster?
It’s a smart move on their part to supply massive credit lists for this campaign. Makes the client feel all warm and fuzzy when they’re signing off on the agency retainer.
Never forget, it’s a BUSINESS, folks. And your agency exists to make money. Not all decisions agencies make are based solely on what a bunch of junior to midweight creatives would like to see.
Whybons must be really missing St George.
Nice campaign there.
All you naysayers really are a bitchy, ignorant lot.
It’s hard enough to come up with a genuine proposition for a bank, let alone a half decent campaign that doesn’t reek of something seen previously.
If the worst criticism you can level at this work is that there are a lot of people associated with it, then you are shallow indeed and lacking in the important analytical skills required to have a career, not just a job in this business.
And further to my earlier point about a genuine proposition, versus a piece of puff: I have over $100,000 at call with another bank at a smaller interest rate than the one being promoted here. Despite trying to negotiate a better rate with them, they won’t give me a better deal.
Rabobank’s interest rate is a very good one, and a genuine news story worthy of a an advertising campaign containing a strong, entertaining, campaignable idea.
I’ll be making enquiries.
And to the blogger who complains that the copy is lazy, all you need to know here is that the interest rate is amongst the best available, that the bank is one of substance, with enormous size and international credentials, and a reminder that all monies are covered by the government guarantee.
I do not work for Whybins.
Good one! Respectable work guys.
Well, obviously no laziness there.
I’ve seen some of the other work thats yet to run and it’s really good. Nice to see a fresh big idea for a bank.
Very ‘fresh’.
For some reason I don’t think Matty or Dave would have approved this. Watch out guys.
We are a bitchy, backstabbing industry aren’t we? We complain when we can’t do good work because of clients, and then when we see an agency who has come up with a decent idea for A BANK, we shoot it down. Nice.
Cracking interest rate, shocking ad. Looks like 27 seconds of nothing and 3 seconds of impact. Rabo are wasting a fortune on creative and media costs by the look of it, but a big foriegn bank with big budgets I guess.
Good campaign, obviously most of the people who’ve been less than positive on this blog, have never worked in the financial sector. When you do , you’ll realise the strength of this campaign and that the agency deserves a pat on the back for getting it through.
Annon at 6:16 is a retard. It’s a blinding glimpse of the obvious.
Ironically, I could qualify as a retard for pointing out s/he’s a retard based on my own criteria.
Lazy Dad…..very funny.
Yes, agree with above. Lazy Dad is a good un.