How @nab created a Twitter sensation and punked Westpac
On Friday night, like most folk on Twitter, I noticed what appeared to be an embarrassing mistweet from NAB.
Not for the first time for a banking brand, it appeared that a junior community manager had failed to log into Twitter from their personal account and accidentally tweeted on the NAB’s behalf: “Sooooo stressed out. Have to make a tough decision and I know I’ll probably hurt someone’s feelings! Arrggghhh.”
I made a note to tell my fictional colleague Dr Mumbo about it in the morning to poke a little fun.
The response to the NAB message from Twitter users was mainly one of amusement, tinged with sympathy. It was retweeted more than 100 times.
Even Westpac got in on the act, tweeting: “Hey @nab know the feeling”.
And they certainly do – last year a member of Westpac’s social media team accidental tweeted: “Oh so very over it today.”
Westpac’s sympathetic response to @nab was itself retweeted 68 times.
On Saturday morning though, all became clear.
The splash in Saturday’s Daily Telegraph was NAB’s move to start paying early exit fees for CBA and Westpac mortgage holder- it was a pre-Valentines Day push to persuade unhappy customers to split with their bank.
Getting it on the front page of the Tele was a pretty good PR move on its own, of course. Punking Westpac into promoting the offer – sheer brilliance.
For those that had missed it, @nab followed up with a link to this video blog from dating columnist Zoe Foster.
And then a link to the press release.
I spoke to NAB this morning. Impressively, the social media stunt was the idea and work of its own social media team, rather than any of its agencies.
Funnily enough, today’s Twitter response is somewhat divided.
For every “Nice stunt @nab. You got me”, there’s also a “Friend on the @nab thing: ‘hey! lets manipulate the demographic because we see the population as sheep, not individuals’.”
And authenticity in social media is indeed a risky thing to play with. But for me, the fact that it was playful, and with a swift reveal, puts this in the acceptable box. And considering NAB’s got less than 3000 Twitter followers, it was a great way of multiplying its reach in social media.
What is also impressive is that NAB was willing to take a risk.
Well played, @nab. Well played.
Tim Burrowes
Linkedin
Playful or not, it’s still deceitful. When was the last time you enjoyed, or indeed responded well to a conversation where you are only told half truths?
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Valid though if you don’t have all of that context it doesn’t make sense and how many people besides us that enjoy the little in joke do? Average consumer…
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Clever work from the NAB team. It’s too cute for people to stay mad and very refreshing for a big 4 bank. Big props. For those who haven’t seen, they launched their Facebook page last week too.
http://www.facebook.com/NAB
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Yep it’s definitely time to break up with @nab, have stayed at that bank for far, far, too long
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Deceitful? Only to yourself in denying you had been sucked in by your own Schadenfreude.
Awkward when you realise you’re less a social netizen and more a digital rubber-necker, isn’t it.
Good work NAB for a good plan, well executed.
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All comes down to perception, what lens you’re looking at it through is based on your past experiences. Almost half of those that hear of it will love it and see it as brilliance, a similar size will despise it and see it as manipulative, and a select few will likely acknowledge that its both.
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Sorry, just love it. Finally a big bank that can be creative and have a laugh. What’s not to like? It’s 2011 people.
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I’m with NAB and I liked the ad/campaign. It was very playful – a side you don’t normally see in a bank.
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Deceitful?…I think they just created some buzz for their PR announcement and it worked. This one was handled pretty well and a good shot at their competition.
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The problem for me is that this targets the wrong demographic. If you watch the video and see who this stunt is aimed at – it’s skewed too young for the average mortgage holder who might be thinking of refinancing their mortgage or “breaking up” with their existing mortgage provider. Deceitful or not, this might be a fun move for the brand but will it impact the bottom line?
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oooh wow.. it was re-tweeted soooo many times. set the world on fire that one!!
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To the folk @nab – A great entry into the play of the twitter game. The execution was well done and I look forward to seeing how it plays out!
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I think it’s a clever way to get the attention of the general public and extend their reach on social media. Not sure that publicising the fees are a great idea though!
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A key point that comes through for me is that the idea came from an internal SoMe team instead of an external agency! Excellent! Given many people in internal SoMe teams have been developing/using SoMe since their inception in the mid 90’s, they should have a creative trick or two that newbies or come latelys at the agencies can only dream of….
Another reason for Brands to build-up their own internal SoMe/Online agencies OR an opportunity for external agencies to upskill with staff who have more than just agency SoMe/Online experience 😀
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Not well played at all imo. I agree with the comment re deception. Consumers these days walk away thinking..pfft…lamers…for needing to actually BE deceptive. I was a little drawn in at the time..but not impressed now (and you can imagine them all having a laugh at you) and I wouldn’t follow them. In addition, as I also Tweeted that evening, it’s been done before..so..this wasn’t even original.
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Sorry, that was stated re originality, so phrased the end of that comment badly. It was hardly a punkd moment tho. 🙂
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When I think ‘bank’ I think of the stuffy greedy fat old men sitting around a big table with very serious expressions on their faces.
While I’m sure there are still some greedy fat old men sitting around a big table I can now picture them having a laugh.
I think this is hilarious! 😀
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Well done to NAB. You’ve created quite a stir this morning. People seem to be really enjoying the fun twist to this campaign
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But wait, there’s more! http://breakup.nab.com.au
Very clever campaign!
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Love it – great campaign idea from the people living and working social media everyday client side. Good on you NAB for being so brave.
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So, NAB will pay your exit fee if you choose to take your mortgage from one of the other big four banks to NAB.
But… why, why, why would you want to give NAB your mortgage?
According to Cannex, NAB mortgage products are uncompetitive dross that are outperformed by almost every other player in the marketplace (including Westpac, Commonwealth and particularly ANZ).
To base a campaign on encouraging people to jump from the fying pan into the cesspit is a but of a laugh.
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This is only a small part of a larger idea. Sublime. Good idea and followed through nicely. And while advetising types can tie themselves in knots arguing over whether this breaches point 5 c) of the 10 principles of engagement and other meaningless dross, the average consumer takeout is also positive.
In a time when it’s difficult to pick individual banks out from the clutter of different offers/products , this is both differentiating and offers consumers a genuine reason to switch banks.
Nice work
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I thought it was hilarious. One of my big fears is to accidentally do a tweet from a brand account so loving the fact that they’ve done something like this
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@stu
Welcome to the world.
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Technically it isn’t deceitful.
1. Work is stressful
2. They made a tough decision (debatable)
3. They probably hurt the feelings of the 3 other major banks
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Stu, post 21.
Are you really that ignorant? Did you not see the other advertisements that NAB has had out over the past, gee I don’t know what… EIGHTEEN months?
Slowly they are getting rid of a bunch of fees that hold people to ransom or are just unfair…
We’re moving our banking to NAB because they will pay the early exit fee with commbank, as commbank haven’t come to the party. NAB have advised that I can redraw funds on my home loan without any cost (it used to be $50 or $60), they don’t charge any early exit fees, and the most important thing is, their comparison rate is the lowest of the big 4!
Those Cannex awards haven’t been done since NAB got rid of a bunch of fees in JANUARY!
I love the campaign. I think it’s very clever. It’s great to see something original and different, but also daring.
Further, NAB aren’t being deceitful. They’re creating a buzz.
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Ok that whole thing was awesome!
Naturally I hate banks, but my God… NAB really showed off their ability to use every form of traditional media, social media and “new media.”
I’m a CommBank man myself – can’t help it they ‘groomed’ me with the ole dollarmite account when i was a kid. After watching one of these videos I just realised when you do eventually find a CBA ATM theres always like four of them in a row. Not enough for me to break up, but CommBank you’re on notice! would it kill you spread them out a little?
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Sweet idea to use Hamish Blake’s girlfriend! And a nice shot of mamamia….
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yeah awesome NAB but I have contacted you know 5 seperate times regarding my accounts and you never respond – so you can spend a lot on marketing but your customer service is still so below par it is not funny
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Manipulative? Ease off… It’s advertising, marketing – there are far more deceitful campaigns out there. Good on them for trying something different, and a great execution.
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Basically they are finally admitting that UP UNTIL NOW, THEY HAVE HAD A RELATIONSHIP. Very worrying.
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I think this is great! Social media should always have a place in leveraging marketing campaigns. Well played @nab well played
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Hmm, I find it terribly strange that anybody would feel deceived by the Twitter stunt?
Other than westpac… Did anybody really invest in the ruse with enough passion to have been negatively affected?
Loosen up!
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strange that this is seen as so radical when actually it bland and nothing to really admire. let’s focus on quality content rather than focusing on any rubbish for lack of something to talk about. laaaaame NAB, feed the monkeys more bananas
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Yeah, so their marketing team had a good idea. bang per buck I still think it was failure…
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