Australians have always believed their 4 biggest banks, Commonwealth, Westpac, ANZ and National Australia Bank (NAB) work together fixing fees and eliminating competition. The reality however is the opposite. NAB had in fact spent 2 years making dramatic changes abolishing fees and lowering interest rates, all to be considered fairer and more competitive by customers. But due to this perception of being 'together', people had almost refused to notice. Instead of fighting this perception of the banks being 'together', we instead decided to embrace it by letting the public witness NAB break up with the other banks. Every moment of the break up had to help people believe NAB had really changed. Thus, it couldn’t work through conventional advertising, but instead had to come to life in a channel people already readily believed: the news. In a single day the public’s perception of NAB was transformed. By dominating the Australian news, NAB’s changes were given an immediate credibility advertising alone simply could not deliver. People now see the bank as not only different, more fair and competitive, but also much more relatable and human. The break up generated $5 million of earned PR media in a single day.

To alter people’s perceptions, every media element of the break up had to help people believe NAB had changed. Working not as advertising, but communicating through channels people already readily believed: the news. Each media had to work not only individually, offering potential news grabs, but also combine to create one huge statement. First, the bank posted a tweet about ‘hurting feelings’ everyone spread assuming it was a mistake. Next, a very personal break up letter to the other banks appeared in every major Australian newspaper. 60 films of NAB bankers breaking up with the other banks nationwide launched online. NAB ambushed the other banks with live break up messages on the streets and in the sky; all filmed for more online content. Fed by all our different media, the news story exploded making people visit an online ‘break up blog’, that let them finally discover all of NAB’s changes.

In a single day the public’s perception of the bank was absolutely transformed. By actively harnessing the Australian media across multiple channels simultaneously, NAB’s changes were given an immediate credibility traditional advertising simply could not deliver. People now see the bank as not only different, more fair and competitive – but also much more relatable and human. The break up itself generated $5 million of earned PR media in a single day. It was the most discussed topic on Twitter in the country. Positive online posts about NAB have increased 320%. While the original objective was a 15% lift in loan and credit card enquiries, since the break up there has in fact been a 79% increase week on week in NAB home loan enquiries. A 50% increase week on week in NAB credit card applications and finally - a 20% increase week on week new transaction accounts being opened.