Rabobank Australia's online retail bank RaboPlus will change its name to RaboDirect later this month, kick off a new media campaign and give its product range a tweak.It is also revamping its online application process.RaboPlus general manager Greg McAweeney said the re-branding would give the bank the same name around the world. RaboDirect is the name used in Ireland. The New Zealand bank will adopt the name later this year.McAweeney will use the re-branding as an opportunity to launch a new media campaign in Australia. He said the bank has not yet got its image right and has lower consumer awareness than he would like.RaboPlus has had three advertising campaigns since its launch in Australia in May 2007. A pretty basic press campaign ran throughout 2007, featuring contrasting flow charts, illustrating the complexity of dealing with big banks versus the simplicity and elegance of RaboPlus.In 2008 a campaign featured wealthy people who looked like characters from an 18th century period drama. The theme was that people should wise-up and bank with the rich people. It looked as though Rabo was trying to appeal to upper class twits.McAweeney, who came from Ireland to take charge of the Australian operation in October 2008, pulled those ads.The most recent campaign featured a creative concept based on the idea that RaboPlus is a financial institution for people "in the know". A series of ads developed this theme. For example, people in the know don't jump at promotional rates (RaboPlus has not used them), people in the know cut out the middleman and go direct, and people in the know look for a safe bank (Rabobank has a AAA rating).The new campaign is still under wraps.The bank will offer an introductory rate on a savings account for the first time. McAweeney has been a critic of promotional rates on savings accounts, saying that some of the offers come with conditions that are not clearly spelled out. But McAweeney accepts that special offers are an established part of the market and Rabo will add one to its High Interest Savings Account.McAweeney said: "One thing that is common to promotional rates is that they are available only to new customers. Our intro rate (which has not been set yet) will also be available on new deposits from established customers."RaboPlus did not increase the interest rate on its Premium Saver Account after the change in the official cash rate in April, although it has increased it 25 basis points this month.McAweeney said the ongoing tightening of monetary policy is taking its toll on some deposit-taking institutions but he says RaboPlus is still pursuing deposits aggressively. Its six month and 12 month term deposit rates, at 6.31 and 6.56 per cent respectively, are market leading rates.RaboPlus will also be upgrading its online application process to remove paperwork. The bank works with the online customer verification company FCS Online and aims to have a paperless process.