NAB Break up wins ADMA awards
NAB has won top honours at the Australian Direct Marketing Association awards last night.
Launched on Twitter and YouTube using live stunts on Valentine’s Day, the key element of the campaign was to create a buzz around the fact NAB was ‘breaking up’ with the other major national banks – without the use of TV advertising.
Sandra De Castro, NAB’s CMO, received the award on behalf of the bank.
The campaign was conceived with the help of agency Clemenger BBDO, which also won the ADMA Awards Grand Prix for Break Up.
Young direct marketer of the year award went to Rebecca Bezzina, group account director at Mark. Bezzina leads a team of seven across clients such as Qantas, Google, Nestle, Australian Councer Research Foundation.
The 2011 ADMA Awards winners:
Direct Marketer of the Year Award
Sandra De Castro, NAB
Young Direct Marketer of the Year Award
Rebecca Bezzina, Mark
ADMA Awards Grand Prix
Clemenger DDBO; Break Up for NAB
Creative Award
Naked Communications; How “Speed Kills” for The Transport Accident Commission
Effectiveness Award
BMF Advertising; Expedia “New York on $50” for Expedia
Winged Messenger Award
BMF Advertising; BMF’s Amazing Wow Sit Down Thing for BMF Advertising
Gold Awards winners:
Digital, Apps and New Development
Whybin\TBWA\Tequila; Dog-A-Like for Pedigree
Creative, Art Direction
M&C Saatchi; Make Cyberspace a Better Place for Optus
Creative, Campaigns
Clemenger BBDO; Break-Up for National Australia Bank
Creative, PR & Experiential
DDB Group/Rapp Melbourne; Open Book Project for the Reach Foundation
Creative, PR & Experiential
Naked Communications; How “SpeedKills” Killed Speed for the Transport Accident Commission
Digital, Website
Soap Creative; World’s biggest PAC-MAN for Namco Bandai & Microsoft
did anyone see this campaign other than a few thousands passerbys and the readers of marketing blogs like this one?
more time has been spent on its PR than on the campaign itself
..and then they refused to drop rates by the full .25%, so it was a complete waste of time.
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Sven, that was the point of the campaign.
The actual “break ups” performed in public was filmed professionally and uploaded on youtube to make it look like it was filmed by passer bys. That’s what made it viral and so successful.
No comment on the actual rates but the campaign was brilliant.
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