Our client was launching a new online share trading platform called nabtrade. The problem was that our competitor’s platform launched 15 years earlier, in 1997. They had a 15-year headstart. So, we turned their competitive advantage into a handicap. We drew attention to the fact that when it comes to online share trading, being old is a disadvantage. Just think of all the other terrible things that launched in the 1990s: rollerblades, MC Hammer, Beverly Hills 90210. Our campaign called upon people to “Don’t trade like it’s the 90s. Update to a platform built this century.” It drew on the worst the 1990s and all its then heroes had to offer.

We turned our competitor’s biggest strength (a 15 year headstart) into a severe disadvantage by making them feel out of date. We did so in a tone that our audience welcomed and that suited our master brand - NAB (or National Australia Bank). Never before has coming to market late worked so well for a brand.

Over 18,000 new accounts, that’s 870 accounts per week (in a market in which the number of traders has fallen by 2.5% in the last 12 months. )

Cost per acquisition of $251. (16% under target)

86% of new accounts were directly attributable to launch marketing activities.

$500 million total footings across cash and High Interest Account

An additional $240 million was added to NAB Group balances.