NAB launches “break up” campaign
(15 February 2011 – Australia) National Australia Bank is trying to distance itself from its three major rivals, Westpac, ANZ and CBA, in an advertising campaign designed to draw in the competitors’ clients and grow its market share.
The campaign developed over Valentine’s Day with over 60 individual "break up scenes" acted out and filmed on trains, in cafes and restaurants, and at various other landmarks around the country.
Selected ANZ, CBA and Westpac’s executives were targeted whilst in private meetings, with stunts ranging from a singing telegram being delivered to a Commbank executive lunch announcing the "break up", to a large poster being stuck to the window of a Westpac Institutional Banking strategy meeting.
NAB, in association with radio station Nova, deployed promotional staff to different branches, in both Melbourne and Sydney’s central business districts, where the public were handed CD and tissues to symbolise the "break up".
A lengthy "break up letter" published in today’s major newspapers has been placed on the side of NAB’s headquarters in Melbourne’s Docklands, as well as at Sydney’s George Street - at three storeys tall.
"I also can’t forget the way you treated Australian business when times were tough," the letter from NAB to its rivals reads.
"Personally, I think it sucked that you just weren’t there for them like I was."
Selected ANZ, CBA and Westpac’s executives were targeted whilst in private meetings, with stunts ranging from a singing telegram being delivered to a Commbank executive lunch announcing the "break up", to a large poster being stuck to the window of a Westpac Institutional Banking strategy meeting.
NAB, in association with radio station Nova, deployed promotional staff to different branches, in both Melbourne and Sydney’s central business districts, where the public were handed CD and tissues to symbolise the "break up".
A lengthy "break up letter" published in today’s major newspapers has been placed on the side of NAB’s headquarters in Melbourne’s Docklands, as well as at Sydney’s George Street - at three storeys tall.
"I also can’t forget the way you treated Australian business when times were tough," the letter from NAB to its rivals reads.
"Personally, I think it sucked that you just weren’t there for them like I was."