The secret to Rabobank's communication
campaigns is advertising the strengths of the bank
against a regional backdrop. The Word looks at
how our Communications departments are using
common guidelines to build market-specifïc
campaigns around the world.
Dutch Cinderella story
'Rabobank was Cinderella and Jochem de Bruin took her to the
ball,' says Communication Director Jan Schinkelshoek about the
successful Dutch advertising campaign featuring the fictional
Jochem de Bruin. The prince showed the public that Rabobank
was a surprisingly good bank.'
The Jochem de Bruin commercials, which together form a kind
of "mini soap opera", teil the Rabobank story as well as selling
the bank's benefits to (potential) clients. 'De Bruin personifïes
4 I The Word I issue 12 -October 2006
