An Australian bank's fees are so low that competitors have duct-taped some of its employees to lamps hovering yards above ground.
Or so those responsible for the bank's marketing might have you believe.
The video stunt, part of the award-winning "Break Up" campaign for the National Australia Bank, is the latest in a series of viral marketing efforts by Melbourne-located Clemenger BBDO, a communications agency. Based on the idea that the National Australia Bank is "breaking up" with the other three big Australian banks, it recently took home top honors for Public Relations at the Cannes Lions Festival.
The campaign has used a number of traditional and new media resources to gain exposure, including break-up tweets, a stunt in which waiters presented rival banks' executives with a break-up cake.
Cannes Public Relations Jury President Dave Senay said he was impressed with NAB's dynamic campaign, which helped attract 225,000 new customers since it began in February. "It's sort of like a conceptual jujitsu," Senay's quoted by Australian news site news.com.au, "where you take the power of the opposition and use it against them. It was superbly executed."
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