It's all go in New Zealand's financial comms realm at the moment, with a bevy of big new campaigns, logo redesigns,repositioning statements and retiring frontmen spewing forth recently. And RaboDirect is the latest addition to that bunch, with a cool new campaign created by its new agency Shine, which took the account off Ogilvy in May.
As the country’s only online specialist savings and investments bank, Shine's co-founder Simon Curran says RaboDirect has a unique story to tell in the context of the New Zealand banking and finance sector. And the creative challenge for the agency, which prides itself on working with challenger brands, was to share this point of difference, something it has done through a series of quirky, slightly cartoonish 30 second TVCs designed to tell a specific part of the story and why RaboDirect believes “It Pays to Focus”.
The campaign comprises TV, radio, press and online (DraftFCB remained as the media agency after the pitch), with the first two 30 second commercials on air now and a couple more to be released in the coming weeks.
It certainly marks a change in direction from what one complaining wowser felt was the 'gratuitous use of sex appeal' employed during RaboBank's 'Your Significant Other Bank' phase. So, while many will be raising a glass as Goldstein hits Kiwi TV screens for the last time on Sunday, there will presumably be a few deeply saddened by the loss of the much-loved Rabo Girl as well.
Client: RaboDirect New Zealand
Creative Team: Lucien Law, Ken Double, John Fisher
Agency Producer: Liz Rosby
Production Co: Assembly
Director: Jonny Kofoed
Producer: Nikki Walker
Post Production: Assembly