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Unique proposition
Great result
Speciaal voor het grootbedrijf:
het regionale Rabo Triple A-team.
waarvoor u de beste oplomng zoekt Schakel «ton de hulp in ven het regionale Rabo Triple
A-team. Ome topspecialisten voeren elite gewenste financiële operatie voor u uil Snel,
effectief en met diepgaande kennis van uw lukale markt en die ver daarbuiten. Een vaste
retolicmafugor brengt de gewenste spertohsten hl) u aan talrl en blijft met u in contact
Zo simpel werkt het Kortom, ats zaken complex worden, schakel don uw regionale Rabo
Het h tijd voor de Rabobank.
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An example of the successful Triple-A team campaign
The new Communications campaign was launched at the end
of October last year. The campaign compares its Triple-A team
to the can-do team of the popular 80's television series, The
A Team. It is very tongue-in-cheek, but its humour also carries
a serious message. According to 01de Rikkert, the campaign
introducés the nine regional wholesale teams as conscientious,
flexible and involved problem-solvers. It also puts Rabobank in
the spotlight as a bank that aims to help businesses anticipate
future developments, by using its broad knowledge as a
leading Triple A-rated bank and providing tailor-made offerings
for specific business needs.
'We wanted to get the message out that there is a regional
team that works closely with the local banks but can advise
wholesale clients on complicated issues,' Olde Rikkert
explains. 'It's a unique proposition: we've combined the
expertise and networks of the head office with an insider's
knowledge of the local banks, while remaining close to the
cliënt on a local basis.'
The campaign consists of radio adverts that were aired
during rush hour on popular Dutch radio stations, print
advertisements that appeared in national press and industry
magazines, online banners on news and opinion sites, and a
film on www.rabobank.com, where you will also find
additional information on the Triple-A team and the direct
contact details of the relationship manager. Relationship
managers have been encouraged to use the film and the A Team
soundtrack to spice up cliënt presentations.
Aimed at potential customers, particularly chief executive
offïcers and chief financial offïcers of MidCap companies and
the people who influence them (such as accountants, lawyers
and management consultants), first indications show that the
campaign has been a hit.
'The Corporate Clients Management team was so enthusiastic
about it that they asked if it could be aired on television.
However, this isn't part of our business-to-business Communica
tions strategy, but it's a nice compliment all the same. It shows
that external campaigns can also contribute to internal com-
pany pride. Moreover, by the end of 2006, we had about 2000
clicks a week on the film, and the number of unique visitors to
the website is still growing. We've had average page views of
two to three pages, and we've enjoyed editorial attention in the
media and advertising trade magazines,' Olde Rikkert says.
'The feedback l've heard from the external cliënt base is that
they were pleasantly surprised,' Jansen Verplanke adds. 'It also
seems to make everybody smile, but that aside, it has actu-
ally already resulted in some leads from the field. We're very
happy with it.'
fssue 13 February 2007 The Word 17