Rabobank Rotterdam

Concept Droomvakantiebaan

Issue

At the beginning of 2011 Rabobank Rotterdam had the ambition to increase in the number of young Rabo accounts. Rabobank was looking for a strong message and meaningful campaign.

Brief

Create a campaign aiming at 15-18 year old youngsters in order to build a lifelong financial and personal relationship. A bank where they not only turn to for financial advice but also for other activities of their interest. A bank where they feel part of.

Execution

Our ambition was to create a meaningful message and live this promise. After creating a proposition with a pay off; 'Nu doen. Jouw toekomst bouwen we samen', we created a campaign that gave young people a playfully perspective on a professional future. With the insights that most of the vacation jobs are boring, we created an incentive of winning a Dream Holiday Job, rewarded with a salary of €500,00 for one week. In order to make a chance to be a one of the 10 winners, the contenders had to open a Rabobank account and upload a 1 minute video pitch on the website. To introduce the campaign to a broader audience we've activated the campaign at the largest eduction fair. More than 250 youngsters entered the custom made mobile video studio. Fueled by posters in bank shops, partner locations, free publicity and online seeding, more than 10.000 online votes has been made and 10 lucky contenders had the week of their lives and build their CV at Cosmogirl Magazine, ID&T, Diergaarde Rotterdam and many more.

Detail information

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