Case History Database

Over a four-year period, RaboDirect raised a staggering XXXX in deposited savings – that is, an annual average of XXXX baseline in 2009. All with just an average 2.1% annual share of voice (SOV) which pales in comparison to its source of business (Big Five Banks) who had a combined average annual SOV of 83%. To put this into context, RaboDirect outgrew the category at an average rate of 255%, when its competitors grew only 45% in the same period. This was an incredible result given nab launched its “break up” campaign just before RaboDirect launched its The Banks Are Stealing Your Dreams campaign in 2011 and, CBA launched its highest ever profile “Can” campaign with a staggering 43% SOV in 2012. These exceptional achievements were made possible by RaboDirect’s provocative advertising that jolted riskaverse savers into ‘stealing back their dreams (i.e. forgone interest) from the big greedy banks’.

	Author/Executive Head of Planning		Hristos Varouhas
	Executive Creative Director		Matty Burton
	Executive Creative Director		Dave Bowman
	Writer		Avish Gordhan
	Art Director		Mandie van der Merwe
	General Manager		Nitsa Lotus
	Account Director		Adrian McGregor
	General Manager Marketing & Communication		Renee Amor		RaboDirect
	Group Executive Manager		Greg McAweeney		RaboDirect
	Marketing Specialist		Lauren Carmichael		RaboDirect