NAB breaks up with ANZ, Commbank, Westpac with cheeky campaign via Clems Melbourne

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Screen shot 2011-02-15 at 11.58.03 AM.jpgNAB, via Clemenger BBDO Melbourne, has launched a cheeky campaign which revolves around a public break-up with the other major banks – ANZ, Commonwealth Bank and Westpac – and will use a variety of creative and tactical executions to communicate to existing and potential customers.

NAB-BREAK-UP-AD-web.jpgNAB building wrap-web.jpgThe large-scale multi-platform campaign has seen an initial launch with a publicity and social media program followed with a Valentine’s Day stunt which took place last night.

Sixty couples publicly broke up in restaurants, bars, and public spaces across Australia in the evening of February 14th. The content was filmed and seeded online before the ATL campaign launched today, 15th February with full-scale ‘break-up’ activity.

The campaign also extends to press, Adshel, large format outdoor, radio, mobile billboards, street teams, street chalking, helicopter banners and video. Consumers will be directed to breakup.nab.com.au where they can interact with the campaign and keep up to date with the latest activity as it breaks.

NAB’s Facebook page and YouTube channel will also provide forums for consumers to interact with the content and share their views.

 

The campaign launches on the back of 20 months of significant action where NAB has driven competition in the marketplace via a series of customer-focused initiatives. Some of these actions have included:

* Offering CBA and Westpac customers help in switching their mortgages to NAB’s lower standard variable rate by paying the $700 mortgage early exit fee charged by CBA and Westpac when customers switch their mortgage to NAB

* Abolished monthly Account Service fees on the most popular personal transaction accounts

* Maintained the lowest standard variable mortgage rate of the major banks for the last 20 months

* Alliance with RediATM to double the ATMs network for customers

* Changed credit card payment hierarchy, resulting in lower interest payments for customers

* $1000 buffer for all overdrawn (reference) fees to help businesses with cash flow.

Client: NAB

Agency: Clemenger BBDO, Melbourne

Creative Chairman: James McGrath

Executive Creative Director: Ant Keogh

Executive Planning Director: Paul Rees-Jones

Creative Director (Copywriters): Rohan Lancaster, Julian Schreiber

Creative Director (Art Directors): Darren Pitt, Tom Martin

Group Account Director: Simon Lamplough

Account Director: Kelly Richardson

Account Manager: Kate McCarthy

Executive Producer: Sonia von Bibra

Production Company: Will O_Rourke

Media: Zenith Optimedia

PR: Bang PR