NAB Break Up
To declare NAB was breaking up with the other big four banks, was a big and exciting idea.
To execute it well, we needed to do it quick and loudly for maximum effect.
On Friday 11th of February, people were puzzled to see @NAB tweet
As you can see this was retweeted, and created some speculation @NAB were mocking @Westpac, as one of their staff had recently tweeted personal tweets from the @Westpac Twitter account. The sentiment was generally pretty positive, thanks to posts like the one in Mumbrella - How @nab created a Twitter sensation and punked Westpac
So when it came to Valentine’s Day, we had an orchestra of stunts, a heaps of outdoor, and full page ads in every paper nationally. You couldn’t make it to work without seeing very clearly NAB was breaking up with the other banks.
All were displayed in the campaign site as blog posts.
As @Eaonp says in his post ‘picking a fight’, it is imperative your brand stands for something. Don’t be afraid to pick a fight. If you are different, you are intersting. If you are interesting, people will talk about what you stand for. And that is more powerful than any traditional media communication.
Below are some of the highlights from the day of the break up.