Rabobank.be Bent ú al mee? / Vous y êtes?

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1 Rabobank.be Conversion or brand building? answers. Rabobank.be Bent ú al mee? / Vous y êtes? 1. History, objectives and strategy of the campaign 2. Creation 3. Commercial and communication results

2 Rabobank.be - history Nov Wij zijn de bank, u de bankier. Nous sommes la banque, vous êtes le banquier. Rabobank.be approach: Product oriented Focus: on savings / on financial freaks Facts: Permanent base rate Look and compare New banking concept

3 Communication objectives Conversion: 2008 acquisition objective: new Rabobank.be clients Q = crucial: acquisitions Brand Building: Create more brand sympathy for Rabobank.be. The briefing, literally: Rabobank.be doen evolueren van een no-nonsense rechttoe rechtaan bank, naar een sympathieke no-nonsense rechttoe rechtaan bank.

4 Strategy > Bent ú al mee? > Vous y êtes? Challenging the consumer. 72% of the Belgian savers is not satisfied with their current interest.* But, only 6% explicitly states to go shopping at other banks for more attractive offers.** Q: To what extent do you go shopping at a bank other than your principal bank, if this other bank offers a more attractive product? N = Ne ve r Rare ly Now and the n Often Very often 43% 29% 22% 5% 1% Loyals Disloyals Sources: *Studie Rabobank.be (January 2006). **InSites Consulting, De Tijd & L Echo. (sept. 06). De Belg en zijn Geld.

5 Channel Strategy THREE TRAFFIC PILLARS: - Online: Bannering Viral -Radio -PR CRM Suspects Prospects Hot prospects Clients -DM -Newsletters - Brochure - Website (visual id) - Digipass pakket - Opvolgingsmails prospect- en klantentraject Campaign Nov. 2007: Kick-off of the Bent ú al mee? campaign 20 dec. 2007: Viral movie Jan. Feb. 2008: 10 euro campaign Nov. Mar. 2008: Bannering

6 Nov. 2007: Kick-off of the Bent ú al mee campaign The Bent ú al mee? / Vous y êtes? positioning was installed through bannering and supported in radio, remaining a clear focus on the 3,75% interest proposition. [ Radio: Tijdelijk ]

7 Dec. 20: Viral movie A personalized viral movie needed to communicate the Bent ú al mee? / Vous y êtes? positioning to a very specific target group: friends and acquaintances of existing Rabobank.be clients. Alain.isnognietmee.be [ Radio: Condition ] Jan. Feb. 2008: 10 euro campaign Bannering and radio supported the 10 euro promotion and interest raise up to 4%. New clients received 10 euro when they opened an account in January or February.

8 lundi 26 janvier :09 Nov. Mar. 2008: continuous bannering We constantly had banners running. When there was no specific action (e.g. 10 euro) to be communicated, image supporting banners ran.

9 A limited media budget! Pige 2007 (Filter: saving ) Pige Jan.-Mar (Filter: saving )

10 Campaign results Commercial results: By the end of Q1 the year objective for 2008 was already achieved. = Q1 objective of acquisitions surpassed by 67%. Communication results: Research: InSites impact research 0 measurement: Oktober 24-30, 2007 Impact measurement: March 25 April 4, 2008 Awareness: ToM and Spontaneous Awareness both significantly increased. Rabobank.be by far the most cited internetbank. Positively evolving brand image: Significant increase on relevant brand image items Target:

11 So, were our objectives ambitious enough? - Yes they were. Sources: De Standaard (April 8, 2008) Top-of-mind awareness Q: Welke andere internetbanken komen er nog bij u op? ((Internet populatie) Rabobank.be 8% 28% Fortis 14% 10% ING 13% 6% Dexia 10% 9% KBC / CBC 10% 7% Keytrade Bank 4% 2% Citibank 3% 1% Argenta 2% 3% Axa Bank 1% 1% B.I.P April '08 (N = 522) B.I.P November '07(N = 499)

12 Spontaneous awareness Q: Welke van volgende banken kent u, al was het maar van naam? Dexia Fortis Bank ING Citibank Bank vd Post Axa Bank KBC Argenta Deutsche Bank Centea Landbouwkrediet Rabobank.be Ethias Bank ABN Amro Fintro Record Bank 34% 28% Keytrade Bank 21% 18% Triodos Bank 12% 9% BKCP 9% 8% DHB Bank 7% 9% Credit europe 7% 6% Robeco Bank 7% 14% Cortal Consors 5% 5% Geen van 0% 0% 96% 93% 96% 94% 93% 91% 87% 87% 86% 90% 81% 81% 80% 82% 76% 76% 75% 73% 70% 67% 70% 70% 69% 61% 68% 64% 57% 50% 55% 52% B.I.P April '08 (N = 522) B.I.P November '07(N = 499) Brand image Rabobank.be BIP November '07 (N = 303) BIP April '08 (N = 362) 0% 10% 20% 30% 40% 50% 60% 70% Anders dan de anderen Aantrekkelijk Recht door zee Slim No-nonsense Innovatief Efficiënt Sympathiek Gedurfd Veilig Kwajongen Betrouwbaar Solide Professioneel Laagdrempelig Direct Toegankelijk Provocerend

13 So what s our secret ingredient? A satisfied client is a walking advertisement. Q : In welke mate bent u tevreden over de onderstaande banken waar u klant bij bent op een schaal van 1 tot 10 waarbij 1 staat voor uiterst ontevreden en 10 staat voor uiterest tevreden? (enkel indien klant ) Nulmeting : Rabobank.be = 8,4 (enkel Rabobank.be klantenbestand) Belgische Internet Populatie Rabobank.be Klanten Rabobank.be Prospecten Rabobank.be 8,5 8,4 Axa Bank 7,8 6,4 7,5 KBC 7,6 6,3 6,7 Citibank 7,4 6,5 6,4 ING 8,2 6,2 5,9 Centea 7,2 5,9 6,8 Dexia 7,1 6,1 6,4 Fortis Bank 7,1 5,9 6,1 Bank van de Post 6,9 5,8 6,1 Argenta 7,5 7,6 7,4 Deutsche Bank 7,6 7,3 ABN Amro 7,4 7,3 Ethias Bank 7,6 7,1 Record Bank 6,5 6,6 DHB Bank 8 Keytrade Bank 8 BKCP 7,5 Credit europe 7,5 Landbouwkrediet 7,2 Fintro 6,7 Cortal Consors 6,2 Banken beoordeeld door minder dan 30 respondenten werden niet gerapporteerd Resulting in an astonishing Net Promotor Score Q : In welke mate zou u de onderstaande banken waar u klant bij bent aanbevelen aan vrienden, familie, collega s,... op een schaal van 0 tot 10 waarbij 0 staat voor heel onwaarschijnlijk en 10 staat voor uiterst waarschijnlijk? (enkel indien klant ) Nulmeting : NPS Rabobank.be = 50% (enkel Rabobank.be klantenbestand) Belgische Internet Populatie Rabobank.be Klanten Banken beoordeeld door minder dan 30 respondenten werden niet gerapporteerd Rabobank.be Prospecten Rabobank.be 46% 52% Axa Bank 0% -52% -8% KBC -6% -61% -38% Citibank -3% -52% -52% ING 17% -55% -67% Centea -44% -63% -39% Dexia -10% 10% -13% Fortis Bank -33% -69% -56% Bank van de Post -30% -60% -56% Argenta 17% 14% 1% Deutsche Bank 9% 24% ABN Amro -8% -12% Ethias Bank 22% 31% Record Bank -44% -56% DHB Bank -64% Keytrade Bank 19% BKCP 6% Credit europe -7% Landbouwkrediet -39% Fintro -42% Cortal Consors -43%

14 Conclusion Sometimes all parts of the puzzle fall together Great media Great creative Great proposition Great client satisfaction A+B+C+D = (ABCD) 2 Don t mention the (interest) war? Please do.

15 A solid foundation for the future Campaign period > Bent ú al mee? > Vous y êtes?