RaboDirect launches 2015 Rugby marketing campaign highlighting Melbourne Rebels link
Stars of Rugby Union, online banking customers and grass roots volunteers stand shoulder-to-shoulder in RaboDirect’s 2015 Rugby marketing campaign, created in-house.
Evoking the challenger tone of the RaboDirect brand, the 2015 campaign highlights the online bank’s five-year partnership with the Melbourne Rebels, while championing the passion, tribalism and loyalty of the bank’s customers and team’s supporters.
The campaign features Melbourne Rebels players, RaboDirect personal and business banking customers, and finalists from the bank’s 2014 community program Conversions for Community, and was shot in mid-January ahead of the Rebels’ first game of the 2015 Super Rugby season.
Greg McAweeney, group executive, RaboDirect & Marketing said the 2015 Rugby campaign highlights RaboDirect’s continued commitment to delivering value above and beyond traditional sports partnerships.
Says McAweeney: “Being a Rebels supporter in football-mad Melbourne is a badge of honour – you’re part of a tribe that sticks together and proudly flies the flag for your team. As we head into the fifth year or our foundation partnership with the Melbourne Rebels it was important to us that
this year’s campaign was evocative and powerful, emphasising the challenger nature of the
RaboDirect and Melbourne Rebels brands.”
Melbourne Rebels CEO Peter Leahy said the 2015 campaign perfectly depicts RaboDirect’s commitment to the partnership from professional to grass roots level, on and off the pitch.
Says Leahy: “RaboDirect have ticked all the boxes when it comes to their support of the
Rebels from the outset, and we are forever indebted to them for sharing in the vision of a start up club back in 2011(our inaugural season) and keeping the faith ever since.”
Renowned for offering it’s personal and business banking customers money-can’t-buy ‘inner sanctum’ experiences, RaboDirect and has established a tradition of involving customers in its personal and business banking campaigns.
Lawyer, Rebels member and RaboDirect business banking customer of two years, Stephen Mansour, said featuring in the 2015 campaign had been a “fantastic” experience.
Says Mansour: “The photo shoot is an opportunity to come along and have a bit of a fun day with other customers at RaboDirect and it’s always nice to be asked along to something like this.”
Foundation Rebel Laurie Weeks agreed that taking part in the marketing campaign was a unique experience.
Says Weeks: “It’s a lot of fun. It’s something a bit different, a good break from the normal day of training and it’s good to give something back to RaboDirect who are our major partner and provide a lot for us.”
The 2015 Rugby campaign will feature across all marketing
collateral related to RaboDirect’s partnership with the Melbourne Rebels along with digital content and social media.
Photographer: Cameron Murray Photography
RaboDirect Rebels: Laurie Weeks, Scott Fuglistaller, Scott
Higginbotham Tom English, Luke Jones, Mike Harris, Sean McMahon, Nic Stirzaker and Pat Leafa.
10 Comments
What is happening with Rabo? This is garbage and as for the video trying to create something interesting out of a shite photo session, man, that is just embarrassing.
This is stink
No mention of Whybins in the release. Do they still have it?
I hope they get 5000 views so it’s only one dollar per eyeball production wise.
Congrats guys, brilliant stuff
painful. d-grade.
is it just me or did Whybins remove their name from this post?
It’s rubbish
How does Whybin have two bank clients?
I’d love to see the comments that haven’t made it on here….this is a new low for Whybins.
In answer to ??, ANZ is Whybins Melbourne, Rabo is Whybins Sydney…..the excuse they also use is that Rabo is an online bank , but that’s hardly a differentiator these days.