RaboDirect Wins Gold at Irish Advertising Awards
RaboDirect won the Gold prize in the "New Product Launch" category at IAPI's Advertising Effectiveness 
Awards (ADFX) in Dublin on Friday November 3rd last. The gold award is given to the company that created the most effective adverting in the launch of a new product or service during the period January 1st 2006 to June 30th 2006. The judges were interested in cases where advertising not only gained initial interest and trial, but also laid the foundations for longer-term brand success by creating a distinctive positioning and/or an emotional bond with the customer.
In May 2005 RaboDirect launched in Ireland with advertising not traditionally seen in the Irish financial services industry. With marketing budgets much lower that those of our larger competitors RaboDirect has promoted itself as a "challenger brand" with straight talking advertising that has used clever humour to achieve phenomenal cut-through levels. The ADFX awards focuses not just on excellent creative but also the actual effectiveness of advertising. This November RaboDirect will surpass the €1 billion mark in deposits and is making rapid progress in creating a market in Investment Funds.
Commenting on the award, Greg McAweeney, General Manager said that "we have been willing to take risks with our advertising to achieve cut through to our audience. This has paid off as our business continues to grow in spite of strong competition from the dominant players in our market. We will continue to seek ways of promoting the RaboDirect brand in a unique and innovative way in 2007. We have developed excellent working relationships with our agencies and we share this award with them".
For more information about the ADFX awards please see http://www.iapi.ie/adfx/index.html