RaboDirect launches new Super Rugby Sponsorship campaign via Whybin\TBWA
As can be expected with any new sponsorship, the second year of RaboDirect’s principal partnership with the Melbourne based Super Rugby team, the RaboDirect Rebels, brings with it fresh challenges.
For 2012, Whybin\TBWA, were tasked with creating a campaign that not only increases awareness of the partnership itself, but also improves the Victorian audience’s understanding of who RaboDirect are (an online bank) and what they do (provide High Interest Saving Accounts).
Borrowing from the equity of their previously successful brand campaign, RaboDirect’s ‘greedy big 4 banker’ character has now also been effectively slotted into the 2 new sponsorship spots – as he sets off on a farcical hunt for a RaboDirect branch, that takes him across the team’s home city all the way on to their home ground pitch.
The new campaign was shot throughout Melbourne and features new RaboDirect Rebel signings, and Wallabies James O’Connor and Kurtley Beale.
The 30″ and 15″ TVC spots will top and tail breaks throughout the season, amplifying to fans how RaboDirect and the Rebels rugby team are bound by the shared values of being a challenger – each taking on the ‘big guys’ in their respective categories.
The campaign is supported by game day activations, radio and social activity.
Credits
Agency:
Whybin\TBWA
ECD: Dave Bowman and Matty Burton
Creative Group Head (Copywriter): John McKelvey
Creative Group Head (Art Director): Peter Galmes
Head of Broadcast: Honae Macneill
Broadcast Producer: Kristy Fransen
Production:
The Sweet Shop:
Director: Mark Lever
Executive Producer: Wilf Sweetland
Producer: Allison Lockwood
Client:
RaboDirect
Media:
Initiative
6 Comments
I laughed. Great random finish.
Brilliant script. Superbly scripted. Good direction.
Best spot I’ve seen in ages.
I never got the original campaign……a creepy Simon Westaway doing odd stuff…..always thought he was representative of the bank…….this new effort is just grating…..
I assume ‘Fair & balanced’ must be from the agency, the production house, or another planet where this is considered funny
Memo to Fair and balanced: When you write on behalf of the agency could you please check in with me. I don’t mind you personally flogging your own work but this ad isn’t one of our finest moments and your comments don’t help the agency profile.
Gee that Simon Westaway dresses well, but boy is he DUMB!
F**K me, he even scares me.
Shite.