adtech 2012 melbourne presentation
TRANSCRIPT
theBRAVEST,BOLDEST
&
BESTdigital campaigns
of 2011
Sandeep Baruah, Head of Online, Direct Banking, NAB
Tim O’Neill, Co-founder and Joint MD, Reactive
WHAT IS BRAVE? BOLD? BEST?
…………………………………………………………………………………………………….
• Bravery goes two-ways; client & agency
• Requires trust in the agency
• Being bold requires calculated risks
• Innovation is scary; big innovation is both bold & brave
• The biggest ≠ best (small ideas executed brilliantly)
• Sometimes the best wins no accolades
FINDING THE BEST BIT
…………………………………………………………………………………………………….
STAND OUT, be
outstanding
PLAY TO
digital’sSTRENGTHS
Involve your audience along the way
SOME EXAMPLES…
…………………………………………………………………………………………………….
• Heineken Starplayer
– Heineken Club House
• Coke ‘Share a Coke’
– More Fanta, Less Serious
• 7 Eleven Slurpee - BYO Cup Day
• 5X Mutant Gum
• Pedigree Dog-A-Like
• NAB ‘Break Up’ campaign
COKE SHARE A COKE
NAB “BREAK UP” CAMPAIGN
…………………………………………………………………………………………………….
“The tweet that sparked a (banking) revolution”
over 500 tweets in 3hrs including
BREAKING UP - NAB STYLE!
…………………………………………………………………………………………………….
BREAKING UP - NAB STYLE!
…………………………………………………………………………………………………….
NAB “BREAK UP” CAMPAIGN – KEY RESULTS
…………………………………………………………………………………………………….
• ‘Break Up’ trending globally
• #1 most discussed topic on Twitter in Australia
• 250K visits to the NAB Break Up Blog in the first 5 days
• 100K + visits to the blog on the first day
• $5M in earned media in a single day
NAB “BREAK UP” CAMPAIGN – KEY RESULTS
…………………………………………………………………………………………………….
NAB “BREAK UP” CAMPAIGN – KEY RESULTS
…………………………………………………………………………………………………….
NAB “BREAK UP” CAMPAIGN – THE BOTTOM LINE
…………………………………………………………………………………………………….
650,000new customers
HOW DO YOU GET TO BE BRAVE, BOLD & THE BEST?
…………………………………………………………………………………………………….
• Expand your thinking, keep on top of Intl. examples
• Plan for digital at the start
• Needs support from all levels of company
• Being ‘one team’ with agency and client
• Don’t try to be ‘trendy’, but be innovative
• Set clear and ambitious targets
• Create a Mobile Game that involves Mutant Dogs
THANK YOU, ANY QUESTIONS?
…………………………………………………………………………………………………….
Sandeep Baruah@sandeep_baruah
Tim O’Neill@timwoneill
NAB “BREAK UP” CAMPAIGN – THE BOTTOM LINE
…………………………………………………………………………………………………….
• +79% increase in home loan enquiries week on week
• +50% increase in credit card applications week on week
• +20% increase in transaction accounts opened week on week
• Overall, 650,000 new to bank customers have joined NAB from the start of the campaign to date