NAB has built on its award-winning Break Up campaign, which won the PR grand prix at Cannes yesterday, with a publicity stunt that saw two of its bankers tied to a lamp post this morning – one in Sydney’s Belmore Park, the other in Melbourne’s Southbank – to illustrate NAB’s lack of popularity among its rivals.
The activity hopes to gain the attention of commuters as they pass on their way to work and will also be filmed and used as an online film for NAB’s online platforms and in social media.
NAB’s chief marketing officer Sandra de Castro, who downplayed winning at Cannes yesterday, told Mumbrella: “The Break Up started on 15 February, and it hasn’t stopped. We’re not very popular with the other banks at the moment, and need to express this in a range of different ways.”
On the longevity of the campaign, De Castro commented: “We have deliberately chosen this route of differentiation – and we’re absolutely committed to it. The break up continues. What the others [banks] do, is up to them.”