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.