Where savers belong

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As New Zealand’s only direct savings bank, RaboDirect has no branches. This lack of street presence was making them seen intangible in the eyes of the average Kiwi saver, who prefer bricks and mortar over the internet when it comes to feeling their hard earned savings are in safe hands.

The idea ‘Where savers belong’ positioned RaboDirect as a secure, tangible place where savings are nurtured, looked after and free to grow. This helped propel RaboDirect’s brand away from less trustworthy finance companies and move it closer to the more aspirational big four banks.


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