Rural Bank Pilot Campaign
How to convince someone you've never met before that you really know their needs.
Rural Bank required a pilot campaign that would serve as a marketing model for entering new markets with their suite of agribusiness finance products. Three potential test markets were identified in Victoria, Queensland and Western Australia. The client’s brief was to address the unique regional and seasonal agribusiness challenges of these areas with a single, localised, scalable campaign. Nicknack worked alongside the client’s team to develop comprehensive strategies for product development and communications that would enable more effective lead generation, follow up and fulfilment. The creative solution, based on the localised nature of the product, combined common farm symbols with maps of the region to produce a suite of images that were both, instantly familiar, and completely new. Along with challenging messaging, this was a powerful method of demonstrating Rural Bank’s knowledge of the local area and agribusiness opportunities.