Shine joins the banking party as new Rabo campaign goes live

Youtube Video

Youtube Video

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

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