adtech 2012 melbourne presentation

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!

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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

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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

sandeep.baruah@nab.com.au

Tim O’Neill@timwoneill

tim.oneill@reactive.com

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