0%
NAB had been rolling out customer-first initiatives - lower fees, fairer rates, better service. But none cut through. Consumers still saw NAB as one of the "Big Four," operating as a cartel. The perception of collusion ran deep, and NAB's efforts to stand apart were going unnoticed. We needed to smash that perception.
We turned a dry competitive strategy into a human story: a public, theatrical break-up between NAB and the other major banks. Instead of denying the industry's sameness, we embraced it - and used it against them. With the classic line, "It's not you, it's me. I've changed," we framed NAB's move away from old practices as a personal and powerful decision, making the brand a maverick while owning its transformation.
We orchestrated a multi-platform campaign that blurred the lines between PR, social media, and traditional advertising, launching on Valentine's Day with bold guerrilla tactics. We deployed 60 couples across Australia to stage public "break-ups," created viral social media moments including a "mistaken" tweet, flew helicopter banners outside competitor headquarters, sent a piano player to perform break-up songs outside ANZ's head office, and even crashed a rival Commonwealth Bank executive luncheon with a "you're dumped" cake.
