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Going The Extra Mile Worthwhile For Rabobank

Fuseworks Media
Fuseworks Media

2 JULY 2008 - A direct marketing campaign by leading agribusiness bank, Rabobank, has made the finalist shortlist at the Cannes Lions 2008 advertising awards this year, following nomination by the bank's advertising agency, Leo Burnett.

The tongue in cheek 'rubber glove' direct marketing campaign aimed to spark the interest of dairy farmers who were happy with their existing banking arrangements and resistant to other institutions approaching them about their personal financial issues.

The 'rubber glove' pack included a shoulder length examination glove that exaggerated the fact 'Rabobank would go to extra lengths to get to know your business'.

Leo Burnett Senior Account Director, Gem Cadwallader said that it was essential that the pack have enough cut through and interest for the farmer in order for them to take notice, reassess their financial position and consider Rabobank.

"The rubber glove demonstrates Rabobank's superior service and agribusiness knowledge in both a relevant and humorous way. The shoulder-length, puncture resistant rubber, examination glove is a common dairy farming item that illustrated Rabobank's comprehension of their specific business.

"The humour of the message - Rabobank will go the extra length to get to know your business - made the finance managers seem more approachable," Ms Cadwallader said.

The 55th International Advertising Festival - Cannes Lions - was held from 15 to 21 June 2008 in Cannes, France. Cannes Lions is the largest gathering of worldwide advertising professionals and advertisers as well as the most prestigious annual advertising awards. More than 10,000 delegates took part in Cannes Lions this year, making 2008 the biggest Festival to date.

General Manager, Rural New Zealand, Ben Russell said that it was a huge achievement to make it to finalist at the biggest global advertising awards. "We are thrilled with this result and the positive impact that the campaign achieved for our New Zealand business," he said.

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