Online bank RaboDirect plants money on a tree and films consumer reactions

RaboDirect, the online bank, this week staged a stunt which saw it stick real $5 notes onto a tree at The Rocks in Sydney and filmed people’s reactions with a hidden camera.  

The experiential activity, which was developed by PR agency Zing, is part of the biggest marketing campaign to be launched by RaboDirect. It’s main aim is to inform consumers of its name change from RaboPlus to RaboDirect.

The campaign theme “Don’t accept laziness from your savings”, also aims to educate consumers on how to make the most of their money.

The video of the ‘money tree’ stunt shows that after a slow start where bystanders ignored the cash or simply took pictures of it, the tree was stripped bare in less than three hours as opportunistic passers-by worked together and employed various means to maximise their financial gains.

The video directs consumers onto its website to find out about the point of the experiment.

The stunt was featured in a segment on Seven’s breakfast show Sunrise this week, with seeding of the video with bloggers such as Sarah Wilson.

Greg McAweeney, RaboDirect GM, said: “We wanted to do something unexpected to help educate consumers on the potential of their savings.

“It’s clear from the experiment, you wouldn’t ignore the opportunity of a money tree, so why ignore the growth potential offered from High Interest Savings Accounts?”

Whybin\TBWA\Tequila has headed up the above-the-line component of the campaign which includes TV, radio, print and outdoor. Below-the-line PR is being handled by BlueChip Communication.


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