RaboDirect, a new online bank in Australia, offering genuinely high interest savings, aimed to hit the ambitious target of $1.5bn in deposits from new customers in 2011.We found that, every year, Australians miss out on over AUS$4.7bn (US$5.1bn) in interest by leaving their money in low interest savings accounts with the major banks.Australia’s ‘set and forget’ attitude to savings is making the major banks even richer; and they love us for it.First, we pointed out and personified the problem in a nationwide campaign:The major banks are stealing your dreams. When you have money sitting in low-interest accounts, the banks are robbing you of all the dreams associated with saving.Then, we offered a simple solution: Steal back your dreams with RaboDirect’s high interest promotional rate.

As a result of the campaign, RaboDirect received over $2.7bn in deposits from new customers - over 20 times its target, remarkable considering that RaboDirect’s share of voice is under 2% of the finance category.- Monthly deposits increased by 250%- Web conversions increased by 1049%. Over 21 times the target.- Brand awareness increased by 100%.- Most importantly, thousands of Australians have reclaimed their dreams with a High Interest Savings Account from RaboDirect.

- The campaign launched on national TV, where a range of TVCs highlighted different dreams being stolen.- Bold retail print with a strong call to action were tailored to specific dreams.- Contextual online banners targeted specific dreams, driving conversions.- We fully redesigned RaboDirect’s sign-up process, allowing Australians to steal back their dreams in one click.- And when the major banks threatened legal action, we used it against them: running their complaint as an ad