| Rural Bank
2011 REBRAND 100 > distinction Enterprise Rebrand Country Base: Australia Industry/Sector: Financial Services, Insurance Below: Before and After Images in Slide Show, TV Commercial Video, Summary, Credits • Video Below Slide Show 
Summary: Industry Setting The original brand (Elders Rural Bank) was formed in 2000 as a joint venture between Elders Group and Bendigo and Adelaide Bank to deliver specialist banking services to rural Australia. With the sale of the majority shareholding group (Elders), the brand was renamed Rural Bank in 2009. Challenge The brand needed to establish nationwide awareness and credibility within a niche community, during the peak of the global financial crisis. A highly flexible and sophisticated brand identity was required that would resonate with core rural audiences without alienating customers in regional and metro areas. Strategy Underpinning strategy was the positioning of ʻAgribusiness Specialistʼ. Two major insights that emerged from research were (i) rural communities are extremely advanced technologically, and (ii) they are still proud of their traditions and values. This paradox helped to create a differentiated brand that reflected the modern aspect of agribusiness while echoing the deep-rooted values that country folk embrace. Photography that accurately reflected weather and geographic conditions, and messaging that made telling observations of rural life, helped to demonstrate credibility. The brand identity was integrated across TV, Press and Online media, product-specific collateral items, as well as retail graphics for branches. Result Internal morale is high with the brand establishing itself in rural markets. Product uptake has been high, thus demonstrating that the brand is being seen as a credible and viable alternative by rural audience. Even in metro markets, the brand has been well received for its investment products. Credits: Client: Rural Bank - www.ruralbank.com.au CEO & Managing Director: Paul Hutchinson Marketing, Products & Strategy: Matthew Smith Marketing Manager: Natalie Libum Brand Strategists/Designers: Nicknack - www.nicknack.com.au Creative Director: Nick Price Art Director: Jonathan Pagano Senior Copywriter: Peter Rufus Senior Designer: Julie Christie Website Development: IUGO - www.iugo.com.au Director: Steven Munnichs TV Production: Director & Cinematographer: Ernie Clark Producer (Spirit Films): Emily Green Photography: Tony Vass, Photographer [back] |
