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.
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.
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.