Are you in the know?
17 March, 2009
After a few months of hectic activity today marks the launch of our new brand platform based on the concept of ‘join the people in The Know’.
The campaign will appear on SBS television, print, radio and across the web and demonstrates how RaboPlus can empower consumers to be in ‘The Know’. Take a look at our new ads. You’ll also notice that our website has had a bit of a nip and tuck too!
Thanks to the global recession there is a large body of consumers who question the ‘greed is good’, opportunistic model of the past and are now interested in finding smarter and surer ways to wealth. Many people have understandably lost trust in financial institutions. Let’s face it, in tough times when we’ve all seen our investments drop in value we need to stand back to take stock.
We’ve been working hard to create a bank that people can actually believe in. Our unique position as Australia’s safest privately owned bank, AAA credit rating and as a bank with no accountability to the stock market, means we can offer our customers the one thing the others seem to work hardest to avoid, honest banking that puts the customer first.
My previous post on transparent bank advertising (or the lack of it!) generated much comment.
Our new slogan is “Join the people in The Know”. Though that may seem like we’re referring to ourselves, what we’re actually talking about is all of our customers who have found a better way of saving and investing.
The people in The Know, know they can have high returns and high security. They know they can have transparency instead of obscurity and control instead of confusion. They know they don’t have to sacrifice their ethics for returns.
Being in The Know is a concept that everyone is familiar with. It describes someone whose finger is always on the pulse, a person who is tapped into the right people, is moving in the right circles, gets the best information and as a result makes knowledgeable, informed and smart decisions. You’ll also notice that we introduced an animated character in our advertising. The character is symbolic to RaboPlus and the customer. This character imparts knowledge to people not in The Know, grey people, who turn orange as they become in The Know.
So please let me know what you think of our brand campaign. It has already been written about in The Australian. I’ve no doubt that some people will love it and some won’t like it all. Advertising is of course very subjective but we love the interaction between the animated characters.
