RaboPlus, leading online bank, launches new brand campaign

Sydney: April 14, 2008

RaboPlus, online bank - a division of AAA rated Rabobank Australia Limited - today will launch a multi-million dollar national brand campaign on television and in print, online and outdoor media, targeting DIY investors.

The campaign is themed "Affluents Anonymous" and was created by Sydney advertising agency, The Furnace.

RaboPlus Marketing and Sales Manager, Jacqui Steiner said: "This is an integrated multi-media campaign designed to boost the visibility and awareness of the RaboPlus brand in the online investment market."

"We have already had tremendous success in the last 11 months attracting customers simply with word of mouth, online marketing and public relations. Our communication has been around our tagline "Help Yourself", which gives the consumer empowerment and puts them in control of their money."

"Now it's time to raise the stakes to grow the RaboPlus brand."

"One of the key marketing points to customers is that RaboPlus provides the best platform to operate a secure online banking service.

"Customers can also feel more secure with our AAA credit rating from Standards and Poor's, and to know that RaboPlus is from Australia's safest bank" she said.

Ms Steiner said the campaign is humorous and quirky, and centres around a self-help group created to support those financially savvy people burdened by their wealth.

The fictitious characters in the TVC's are a selection of over-the-top wealthy caricatures who are dealing with the judgements people place on them for just enjoying innocent pleasures, such as collecting yachts.

"In this category, just having the best product doesn't secure you anything," said Tony Singleton, Head of Strategy Planning, at The Furnace.

"We needed a flexible compelling brand idea that simultaneously delivered the core brand benefit and cut-through in a way that would appeal to our sophisticated target audience."

Ms Steiner said being an online brand a large proportion of RaboPlus's media spend would be devoted to online channels.

The online creative adaption has been undertaken by the Hyro agency.

The creative campaign can be viewed here and uniquely, RaboPlus are inviting consumer comments directly to the Head of RaboPlus, Bryan Inch on his blog here.