The bank’s annual support programme – which also leverages its TeamNL Olympic partnership – offers Dutch sports clubs and associations a needed helping hand amidst the Covid-19 crisis, Rabobank has restarted its annual ‘ClubSupport’ initiative across The Netherlands.
From 31 August, the finance giant’s 360-degree campaign supports sports clubs and associations across the country via information, guidance and knowledge, a network of support partnerships and financial resources.
Indeed, the programme offers associations a chance to submit a social spending target – like setting up training programs for the disabled, making the club house more sustainable, healthy food in the canteen, offering reintegration courses, or workshops on membership recruitment and digitisation – and then Rabobank members will vote on which ones the bank should support.
A new campaign, created in harness with agency via 180 Kingsday, encourages clubs and associations to register and submit their programme bids via the bespoke website from 31 August to 30 September.
The ‘Rabo Clubsupport’ campaign spans a hero commercial running across national television and in cinema, backed by a series of online videos with TeamNL athletes and Kunstbende members, as well as content running across social media, online advertising, print (including an AD Magazine special partnership) and via a PR push.
Een club is méér dan een club. Daarom steunen we lokale clubs. Vanaf 31 augustus kan jouw club, stichting of vereniging zich weer inschrijven voor Rabo ClubSupport via https://t.co/g1eIjXDcUl. Doe je ook mee? #RaboClubSupport, #decoöperatieveRabobank pic.twitter.com/RVhHj3F0GS
— Rabobank (@Rabobank) August 28, 2020
For the campaign soundtrack, Sophia Kruithof, the winner of The Voice of Holland 2020, recorded a new version of the comedy series classic ‘Cheers’ theme song which aims to reflect the campaign’s sentiment and message and which can be heard on Spotify.
The Rabo app is also updated with new functionalities to enable users to become a member and to vote on the association’s goals and further details about Rabo ClubSupport are available on the web hub at https://www.rabobank.nl/clubsupport.
The initiative sees Rabobank work with its partners TeamNL and the cultural collective Kunstbende.
“We have been a loyal supporter of Dutch club and association life for decades. As a cooperative, Rabobank also has members,” says Rabobank Brand Strategist Marianne Bruijn.
“In these uncertain times it is particularly important that we support them. Many people are happy to be able to meet again at the club and to do activities together. Associations are essential in our society. It is often literally a second home for young and old alike. We are proud that we have succeeded in capturing this feeling of coming home to a club or association in the campaign and we are happy to use our employees, partners and members to make associations stronger and future-proof. It also fits well with our cooperative origins to dedicate ourselves to this. ”
Comment:
This is an admirable initiative offering a breadth and depth of local level club support across the country and, now that the club activities are back after the long Covid-19 lockdown, the club’s role in Dutch society is more important than ever.
Indeed, this campaign shows the important place that clubs have in the lives of members.
Links:
Rabobank
https://www.youtube.com/c/rabobank
https://www.facebook.com/rabobank
https://www.linkedin.com/company/rabobank/
https://www.instagram.com/rabobank/
180 Kingsday
TeamNL
Kunstbende
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