RaboDirect Employees Campaign for Customers
RaboDirect.ie, part of the Rabobank Group and Ireland's only AAA rated bank, is to launch a €1 million integrated on and off line marketing campaign on the 16th March 2009. The 'Life's more interesting when you tell the truth' theme is based on the brand's heritage of transparency, honesty and simple products.
The campaign takes the bank's straight-talking approach to a new level and continues to challenge traditional banking, setting RaboDIrect apart not only in terms of its savings and investment offering, but in the very way it thinks about banking.
Developed with Brando, the campaign is about connecting with the audience and offering customers an alternative way to save and invest with more control and understanding of where their money and bank stand.
Brando's TV scripts were brought to life by former Father Ted Director, Declan Lowney and the TV and Radio ads will not disappoint anyone who appreciates RaboDirect's distinct brand of humor. The bank's own employees appear in the online banner campaign, telling a few of their own truths and proving that even online banking can have a face and a voice.
A micro site 'Truthbank.ie' will also be created where customers and prospective customers can get involved (and get their truths off their chest too).
The campaign will go out on RTE, TV3, TG4, Paramount, Setanta, Channel 6 and national and regional radio and can been seen outdoor and in the press from 16th of March through to the Lions Tour in June.
Roel Van Veggel, General Manager at RaboDirect says, "We believe our Truth Campaign will resonate strongly with new and existing customers. We're already seeing a significant increase in registrations for personal and business savings accounts in light of recent banking shake ups and the feedback is that in the current economic climate, despite recapitalisation, customers want to know their money's safe and that they have access to it whenever they like.
RaboDirect has built its reputation on being up front and honest - the Truth Campaign reinforces this and encourages everyone to ask more of their bank. Are they open and honest? Can you access your money at any time and are you confident that it is in the safest place possible? The truth is that not all banks are the same and the ball is very much in the consumer's court so they should look at all the options open to them."
RaboDirect is part of the Rabobank group which has the same AAA rating as the Irish Government. Rabobank Group is the world's largest privately owned bank. It was recently voted "the world's safest private bank" for the 10th year running by Global Finance Magazine. Measured by its core capital, Rabobank is one of the world's top twenty largest financial institutions. RaboDirect is regulated by the Dutch Central Bank and complies with the Financial Regulator's rules of business and codes of conduct in Ireland.
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