Rabobank N.A., the California unit of the global bank headquartered in the Netherlands, has launched a new brand campaign this month, developed in collaboration with Weber Marketing Group. 

This is the bank’s first campaign featuring a 30-second television spot at the heart of the creative.

Previously, Rabobank had run a Super Bowl ad, “We Are Rabobank,” which highlighted the personal connection and expertise that is unique about working with their employees.

Although we continue to invest in digital, we recognize that important segments of our consumers still dedicate many hours to traditional TV programming every week.
— Juan Silvera, CMO of Rabobank

“There was a lot of excitement in the market and among our staff when running the Super Bowl ad,” said CMO Juan Silvera. “It also validated for us that TV remains relevant in our markets. Although we continue to invest in digital, we recognize that important segments of our consumers still dedicate many hours to traditional TV programming every week.”

This new campaign continues to bring to life Rabobank’s global platform, “Banking for Food,” through demonstrating the ways in which they roll up their sleeves for communities grounded in agriculture. The bank’s position as a genuinely involved partner with a personal connection to their customers comes through with creative that is sincere and optimistic.

Accompanying the 30-second television spot are three “Pillar Videos” that expand on the bank’s major business: Food and Agriculture, Business Banking, and Retail, and Mortgage.

These additional, topic-focused “Pillar Videos” have already proven to be especially flexible assets, says VP & Creative Strategist Lisa Baraya. “We knew they would be perfect for social media and our website, but many other use cases have already presented themselves. We have one playing in the VIP lounge of a county fair”

One special extension of this campaign was particularly timely: the Rabobank California Facebook page was selected for the limited release of the new Cover Video feature. Weber Marketing Group provided a special version of the TV spot so it could be leveraged in that aspect ratio.

In addition to television and video, this campaign also includes a suite of animated digital display ads, billboards, print ads, social media content, in-branch merchandising, and appears on the Rabobank Arena website. All media drives to a campaign landing page: RabobankAmerica.com/Grow.

Weber Marketing Group and the Rabobank team collaborated closely on both strategy and execution, including the choice to use broadcast television as the flagship for the fully integrated campaign.

Take a look at the full suite of videos here:

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