Nab break up-socialmediacampaign
15
Valentines Day is Consumerism with a captial C…… But how can a brand really capitalise on this using social
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National Australia Bank in Australia took a risk by using social media to promote their new service offerings and boldly suggested consumers 'break up' with their old bank and come to the NAB. Using tactics to really drive the point home, both in ATL, in print and online they managed to rile competitors and spark conversation throughout the country - no mean feat within the geographically isolated and segregated states within Australia.
Transcript of Nab break up-socialmediacampaign
Valentines Day is Consumerism with a
captial C……
But how can a brand really capitalise on
this using social media?
And especially something as corporate as a bank……
It started with a misTweet……
Which was ‘sarcastically’ retweeted by a competitor bank…
*Retweeted 68 times
Turned out that sarcastic Tweet…
was actually
FREE PUBLICITY
All became clear on Saturday morning:
Front page news!!
The competitor bank got ‘punk’d’
They PR’d themselves well:
Press releases were sent to the
media
With a link to this video blog
But then it got really interesting offline:
They even used print:
Full page ads in all local newspapers
And took the campaign throughout the country:
Adelaide - South Australia
Melbourne- Victoria
And then they took it back onlinewith a dedicated website
www.breakup.nab.com.au
The media strategy included outdoor, radio, mobile billboards, street teams, street chalking and helicopter banners
And the results literally spoke forthemselves….
Media ‘experts’ called it…
‘One of the bravest, most ambitious, most aggressive campaigns I can remember’.
http://mumbrella.com.au/
And remember….it’s for a BANK!
