Rabobank: Broadcasting a Deeper Connection
A Dutch Bank in California’s Agricultural Heartland
In 2017, global agriculture giant Rabobank N.A. launched its first United States brand level campaign, developed by Strum, featuring a 30-second television spot at the heart of the integrated creative.
“There was a lot of excitement in the market and among our staff,” 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 campaign strategically focused on showing the ways in which Rabobank N.A. rolls up its 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 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’ve had one running in the VIP lounge of a county fair.”
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. Extensions of the campaign included longer videos developed to speak directly to some of the bank’s key offerings: a deep focus in the wine making vertical, and overall treasury services. These longer format deeper diving videos were distributed in a unique video mailer format, as well as other use cases.
““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.””
Strum 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: