Entitled 'Stealing Your Dreams’, the campaign for online bank RaboDirect, demonstrates that if your savings are sitting idle in low interest accounts with Australia’s major banks, your dreams are being stolen. Australians miss out on over $4.7 Billion ($5.1 Billion USD) in interest every year by leaving their money in these low interest accounts. That’s a lot of stolen dreams.

In order to achieve our ambitious targets of $1.5 Billion in new deposits, we needed to engage the audience with a strong, personally relevant message. First, we personified the problem:The major banks are stealing your dreams.Then, we offered a simple solution:Steal back your dreams with RaboDirect’s high interest savings account. This bold message not only challenged and vilified the dominant competition, it challenged the audience directly. We used the competitions favoured channel. Mainstream TV. Then created a national campaign to cut through. This highly visible media approach positioned RaboDirect as a leading alternative to the major banks and the vehicle to lock down, and facilitate your dreams.

With only 1% of the total media spend for the category (the major banks hold 80%) this campaign has already achieved:- A 65% increase in new customers, compared to pre-campaign activity, averaging 380 new customers a day.- Deposits, call centre volumes, web traffic, conversions and applications have all dramatically increased.- The campaign, in its first month in market will easily hit its target of $125 Million, and is tracking well ahead of its ambitious $1.5 Billion for the year.- Best of all, thousands of Australian dreams are on the way to becoming a reality.