NAB CMO Sandra de Castro plays down Cannes win

Fresh from NAB winning the PR grand prix at Cannes for ‘Break Up’, the company’s chief marketing officer Sandra de Castro has played down the importance of awards.

De Castro, one of the masterminds of the campaign who was promoted for her efforts earlier this month, told Mumbrella that while winning the award was “very exciting”, the important thing is that the strategy that is working.

Break Up won the top prize out of 28,828 entries from 90 countries yesterday.

“Winning at Cannes demonstrates a best in class marketing effort, and as a marketing team – as a client – we’re very excited,” she said. “But as a bank, the Break Up is not about winning an award. It’s about us spending two years trying to get message across to our customers.”

NAB has attracted around 225,000 customers since February this year. But given that sales were starting to rise before the Break Up launched, De Castro said the extent to which the campaign is linked to sales is hard to call.

“We’ve seen a lot of volume growth. And the campaign has been about amplifying that growth. But our story is not just about the story of the Break Up. It’s about a bank showing commitment to its customers.”

The idea NAB for the Break Up campaign came from the bank breaking from its rivals by abolishing a range of fees that its rival still charge.

The campaign is also in the running in the media and integrated categories at Cannes.


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