RaboPlus, Leading Online Bank, Launches New Brand Campaign

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.

Sydney (PRWEB) April 12, 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 "Affluent's Anonymous" and was created by Sydney advertising agency, The Furnace.

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.

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

In this category, just having the best product doesn't secure you anything

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.

"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.

RaboPlus is a division of Rabobank Australia Limited, part of the international Rabobank Group, the world's leading specialist in food and agribusiness banking. Rabobank has more than 100 years' experience providing customised banking and finance solutions to businesses involved in all aspects of food and agribusiness Rabobank operates in 43 countries, servicing the needs of more than nine million clients worldwide through a network of more than 1500 offices and branches. Rabobank operates in 78 locations throughout Australasia. Rabobank is among the 20 largest banks in the world based on tier one capital.

The issuer of RaboPlus and its related products is Rabobank Australia Limited ABN 50 001 621 129 AFSL no. 234700. The IDPS Guide, and full Terms and Conditions relating to RaboPlus products are available on application or at www.raboplus.com.au. Consider relevant disclosure documents when deciding whether to acquire, or continue to hold, RaboPlus products. Fees are payable if a term deposit is repaid prior to maturity.

Rabobank Australia has a AAA rating from Standard & Poor's. Ratings are subject to change. For the latest ratings information please visit www.standardandpoors.com. Ratings issued by Standard & Poor's (Australia) Pty Ltd are solely statements of opinion and not statements of fact or recommendations to make any investment decisions.

Media contact:
Tony Rasman
Fleishman-Hillard Australia
02 99568000/0418208770
tony.rasman(@)fleishman.com

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