RaboDirect targets ‘shonky savers’ in new campaign from Whybin\TBWA Sydney

RaboDirect is urging Australians to be better savers and make the most of ever dollar in a campaign which pastiches current affairs style news shows.

The two-minute long ad, created by Whybin\TBWA, is a current affairs “expose” on “shonky savers” which attempts to position Australians depositing their savings in low-interest transactional accounts as “shonky savers”.

Rabobank Australia & New Zealand general manager of marketing Renee Amor said: “The campaign is designed to provoke people not to be their own worst enemies when it comes to their savings, while showing that RaboDirect enables them to be part of their own solution.”

The campaign is a response to RaboDirect’s 2014 Financial Health Barometer research which found 40 per cent of Australian consumers kept their deposited savings in low-interest transactional accounts.

“We took this insight as an opportunity to motivate these people – the ‘shonky savers’ – to stop conning themselves out of the interest they could be earning if their money was in a high interest savings account,” Amor said.

It is running across TV, social media, digtial and press.

Amor said the new campaign also saw the implementation of a change in RaboDirect Australia’s tagline from ‘the straight-talking online bank’ to ‘the straight-talking savings bank’.

“Although this is a relatively small change of one word, it has significant impact from a brand positioning perspective,” she said. “The new tagline differentiates us through our unique savings specialist positioning, while the ‘online’ reference was no longer a point of differentiation, as all banks now have a strong online service offering.”

The new campaign will be supported by the re-launch of RaboDirect’s website, in Sitecore.





  • Client: RaboDirect
  • Creative Agency: Whybin\TBWA Group Sydney
  • ECD: Wesley Hawes & Gary Mccreadie, Matty Burton & Dave Bowman
  • Senior Creatives: David Roberts & Tim Chenery
  • Production Company: Revolver
  • Director: Matt Devine/The Glue Society
  • Editor: The Butchery
  • Post production: Heckler
  • Photography: Gerrard Needham
  • Media Agency: Zenith Optimedia

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.