Network of the Year: BBDO
Silver Winner
Non-Traditional
Banking/Financial Entrant: Clemenger BBDO, Melbourne National Australia Bank
"NAB Break-Up"
Banking/Financial Entrant: Clemenger BBDO, Melbourne National Australia Bank
"NAB Break-Up"
Credits
Corporate Name of Client: National Australia Bank
Client Account Director: Kevin Ramsdale
Agency Account Directors: Simon Lamplough/Kelly Richardson/
Kate McCarthy/Tanya Garma
Agency: Clemenger BBDO, Melbourne
Chief Creative Officer: James McGrath
Executive Creative Director: Ant Keogh
Creative Directors: Tom Martin/Julian Schreiber/
Darren Pitt/Rohan Lancaster
Copywriters: Tom Martin/Julian Schreiber/
Darren Pitt/Rohan Lancaster
Art Directors: Tom Martin/Julian Schreiber/
Darren Pitt/Rohan Lancaster
Basic description of the project:
The Australian public has always believed their four biggest banks work together, eliminating competition. As a result they refused to notice one of them, the National Australia Bank (NAB) had actually spent two years becoming fairer and more competitive. Instead of fighting this perception of the banks being ‘together’, we embraced it, letting the public witness NAB break-up with the other banks. It received $5 million of earned media in a single day, transforming the public’s perception of NAB. It resulted in a 79% increase weekly in home loan enquiries and a 50% increase in weekly credit card applications.
Corporate Name of Client: National Australia Bank
Client Account Director: Kevin Ramsdale
Agency Account Directors: Simon Lamplough/Kelly Richardson/
Kate McCarthy/Tanya Garma
Agency: Clemenger BBDO, Melbourne
Chief Creative Officer: James McGrath
Executive Creative Director: Ant Keogh
Creative Directors: Tom Martin/Julian Schreiber/
Darren Pitt/Rohan Lancaster
Copywriters: Tom Martin/Julian Schreiber/
Darren Pitt/Rohan Lancaster
Art Directors: Tom Martin/Julian Schreiber/
Darren Pitt/Rohan Lancaster
Basic description of the project:
The Australian public has always believed their four biggest banks work together, eliminating competition. As a result they refused to notice one of them, the National Australia Bank (NAB) had actually spent two years becoming fairer and more competitive. Instead of fighting this perception of the banks being ‘together’, we embraced it, letting the public witness NAB break-up with the other banks. It received $5 million of earned media in a single day, transforming the public’s perception of NAB. It resulted in a 79% increase weekly in home loan enquiries and a 50% increase in weekly credit card applications.
LIA 2011©
