1 ff <v •*-> 03 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. C QJ O i— O Q. i- O u 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

Rabobank Bronnenarchief

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