Create conversations with customers

National Australia Bank’s Break Up campaign was key in tempting new customers to the bank. Since it began more than 820,000 people have joined, NAB general manager of digital Chris Smith says.

“NAB ... used social channels to cleverly launch the campaign. People responded to a tweet as though it was real,” digital agency VML Australia’s social media planner Tiphereth Gloria says. “They then used social media effectively to engage directly with people, initiating conversations about moving away from the other banks.”

The campaign aimed to attract customers from other banks by showing how NAB did things differently. It began with a tweet saying: “Sooooo stressed out. Have to make a tough decision and I know I’ll probably hurt someone’s feelings! Arrggghhh.”

That helped open up a conversation that the bank promoted through other media including print and backed up with a micro site. NAB looked around the world to see which other companies were doing social media well, taking inspiration from Bonds, Qantas and Nike among others, Smith says.

• Tweet