The BRAVEST, BOLDEST & BEST digital campaigns of 2011. Presentation by Tim O'Neill (Reactive) and Sandeep Baruah (NAB) at AdTech Melbourne in March 2012

1. the
BRAVEST,
BOLDEST
&
BEST
digital campaigns
of 2011
Sandeep Baruah, Head of Online, Direct Banking, NAB
Tim O’Neill, Co-founder and Joint MD, Reactive

2. 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

3. FINDING THE BEST BIT
…………………………………………………………………………………………………….
STAND OUT, be
outstanding
PLAY TO
digital’s
STRENGTHS
Involve your audience along the way

4. 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

7. COKE SHARE A COKE

13. NAB “BREAK UP” CAMPAIGN
…………………………………………………………………………………………………….
“The tweet that sparked a (banking) revolution”
over 500 tweets in 3hrs including

15. BREAKING UP - NAB STYLE!
…………………………………………………………………………………………………….

16. BREAKING UP - NAB STYLE!
…………………………………………………………………………………………………….

17. 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

18. NAB “BREAK UP” CAMPAIGN – KEY RESULTS
…………………………………………………………………………………………………….

19. NAB “BREAK UP” CAMPAIGN – KEY RESULTS
…………………………………………………………………………………………………….

20. NAB “BREAK UP” CAMPAIGN – THE BOTTOM LINE
…………………………………………………………………………………………………….
650,000
new customers

21. 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

22. THANK YOU, ANY QUESTIONS?
…………………………………………………………………………………………………….
Sandeep Baruah
@sandeep_baruah
sandeep.baruah@nab.com.au
Tim O’Neill
@timwoneill
tim.oneill@reactive.com

23. 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