By working with YouTube it is possible to avoid costly media investments. Rabobank is the first advertiser in the Netherlands to launch a branded channel on YouTube. As the largest sport sponsor in the Netherlands, Rabobank offers sport enthusiasts a unique glimpse behind-the-scenes. Rabobank has been doing this for years via its own platform www.rabosport.nl.

But Rabobank wanted to find a cost-effective way of attracting more viewers and enabling them to actively engage with its unique content. The emphasis was on the achievement of certain image objectives. QNH Interactive developed a concept based on the use of the video sharing and social networking website YouTube. The result? Approximately one million views on an annual basis. Almost twice the number of views on its own platform, for a fraction of the cost.

See http://www.youtube.nl/RaboSportTV

Existing video content is broadcast on a so-called branded channel on YouTube. A branded channel makes it possible to project an image consistent with the brand. As well as watching the film clips, users can also discuss their favourite sport and take part in the Rabo SportQuiz.