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|Advertising - the bellwether industry|
Telling the truth is the central theme of an integrated online and off-line marketing campaign for Rabodirect, which launches next Monday and will involve a spend of €1m.
According to Rabodirect, the 'Truth' campaign, which was developed together with Brando, will take the bank’s straight-talking approach to a new level and will continue to challenge traditional banking.
The campaign will run from 16 March through to June across TV, radio, outdoor, press and online media. The TV ads, which were directed by former Father Ted director, Declan Lowney, will go out on RTE, TV3, TG4, Paramount, Setanta and Channel 6.
The bank’s own employees feature in the online banner campaign telling some of their own truths. And a microsite – Truthbank.ie – will also be created where customers and the general public can get involved.
“We believe our truth campaign will resonate strongly with new and existing customers,” said Roel Van Veggel, general manager at RaboDirect. “RaboDirect has built its reputation on being up front and honest - the truth campaign reinforces this and encourages everyone to ask more of their bank.”