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Situation
Brand Challenge
What We Did
Results
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It's not about television. This is mano a mano. Can we show you some direct?
Rabobank
| Rabobank is a leading universal bank in Europe but it was relatively unknown in the U.S. where it specializes solely in the food and agribusiness industry. The bank's target market is small: fewer than10,000 thousand senior financial executives. However, the competitive set is large, ranging from local community banks up to commercial and investment banking giants. |
| Turn a relatively unknown entity into the perceived leader in food and agribusiness banking. |
- Created a strategy that used Rabobank's extensive research on every sector of food and agribusiness to illustrate their fierce commitment to and unrivaled understanding of the industry.
- Designed the “pairs” campaign that drew interest and proved Rabobank expertise by challenging readers to identify a difference between two seemingly identical food products.
- Used cover-wrap programs with major business publications to create on-going, high-impact contacts with targets.
- Developed dimensional mailings that employed the same “pairs” visual elements of the ads as precursors to calls from bankers.
(visuals: pairs cover wraps, shirt and tie mailings)
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- Customer research has shown steady gains in perceptions of Rabobank as a top tier bank and as the leader in food and agribusiness
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