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Rabobank
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Rabobank
Creative response
Proud results
Cane Faun, Burdekirt
Grain Property, Esperance
Dairy Farm, Echuca
StrawberrJT Farm, Hahndorf
Layer Enterprise, Tamworth
You see ,i sponge cake; we see the producers behind it. At Rabobank, our focus is foöd and agribusiness banking. We emp^oy
people witb a deep understanding of agriculture who are committed to adding value tayour business. It's the same
personalised Service we delivered through PIBA in the p^st. Backed by over 100 years of experience and our global research
network, our rürai finance speciallsts have sound knOwledge of local and intemationai markets and their impact on your business.
För personalised service, call the worlcfs leadihgfood and agribusiness bank on 1300 3,0 30 33 or visit www.rabobank.com.au
Greateir Perspective
JÉ OressiCottor. F«fm, tëoordiwindi v
You see this w..ief1s fashion we see the producers behind it. At Rabobank, oor focus is food and agribusiness banking.
We emptoy people with a deep undeisM| of agriculture who are committed to adding vakje to your business lt s the same
personalised service we delivered through llBA in the past. Backed by os-er 100 years of expenence and our global research network.
our rural finance specialists have souncHknowledge of locat and international markets and their impact on your business.
For personalised service, call the .\orldljj leading food and agribusiness bank or> 1JÖO 30 30 33 or visit rabobank.com.au
Greater Perspective
each state. These events will give our clients an opportunity to
get to know Rabobank. It will reinforce that Rabobank is
interested in clients at a local level, and in that way, Rabobank
is just like PIBA - so nothing has changed - that's the core
message.'
One of the most important visual elements for building brand
awareness in the market was advertising. Rabobank appointed
an advertising agency to help create a suitable visual appeal.
'The essence of our brand is about being a specialist,' Howell
says. 'Therefore, we needed a strategy that would position
ourselves as strong in F&A, a niche player and different from
other banks. The visuals had to promote the whole bank,
work across Australia and New Zealand and, the hardest task
of all, be applicable to both corporate and rural markets. We
only had a modest budget so visual impact and longevity in
the campaign were important. From this brief, the ad
agency generated six concepts and tag lines. We then
researched those.'
A number of focus groups and one-to-one interviews with
rural, corporate and business banking clients and prospects
were conducted. Happily, from that, one concept emerged as
the strongest, (see images on page 21-22). Howell reports,
'Farmers feit it was flattering to them, they liked seeing the end
products; they feit it positioned them as important and assoei-
ated them with quality products. The campaign made the
farmers proud. From a corporate point of view, the adverts are
quite stylish and clever. The corporate and business banking
market usually work with end rather than primary products,
so they could relate to it too.'
The Word I
