Today I’m proud to be Australian. For two reasons: because the NAB (National Australia Bank) and their agency, Clemenger BBDO, recently won the PR Grand Prix in Cannes for the Break Up campaign always for NAB and because their new campaign – thanks to Adverblog post for the link – highlights that Australian are a bunch of honest people.
Just to recap – back in February the NAB 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. Aligning with Valentine’s Day for the ‘brak up’ message to have maximum impact and 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.
To check out a quick case study I put together on the Break Up campaign and its success – look at the slide share below.