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AdTech 2012 Melbourne presentation

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The BRAVEST, BOLDEST & BEST …

The BRAVEST, BOLDEST & BEST
digital campaigns of 2011.

Presentation by Tim O'Neill (Reactive) and Sandeep Baruah (NAB) at AdTech Melbourne in March 2012

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  • 1. the BRAVEST, BOLDEST & BEST digital campaigns of 2011Sandeep 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
  • 5. COKE SHARE A COKE
  • 6. NAB “BREAK UP” CAMPAIGN……………………………………………………………………………………………………. “The tweet that sparked a (banking) revolution” over 500 tweets in 3hrs including
  • 7. BREAKING UP - NAB STYLE!…………………………………………………………………………………………………….
  • 8. BREAKING UP - NAB STYLE!…………………………………………………………………………………………………….
  • 9. 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
  • 10. NAB “BREAK UP” CAMPAIGN – KEY RESULTS…………………………………………………………………………………………………….
  • 11. NAB “BREAK UP” CAMPAIGN – KEY RESULTS…………………………………………………………………………………………………….
  • 12. NAB “BREAK UP” CAMPAIGN – THE BOTTOM LINE……………………………………………………………………………………………………. 650,000 new customers
  • 13. 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
  • 14. THANK YOU, ANY QUESTIONS?……………………………………………………………………………………………………. Sandeep Baruah @sandeep_baruah sandeep.baruah@nab.com.au Tim O’Neill @timwoneill tim.oneill@reactive.com
  • 15. 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

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