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NAB ‘Break Up’

The National Australia Bank’s ‘Break Up’ campaign went far beyond an advertising campaign; it became a movement with a life of its own. My role was to develop the social and content strategy for the campaign, including the infamous tweet that started it all. I oversaw all of the social and digital platforms and continuously optimised content for the blog and social media in real time.

The results:

  • Number 1 trend on Twitter in Australia
  • 225,000 new customers joined NAB
  • Cannes Lion 2011 Grand Prix
  • Cannes Lion 2011 Silver Lion
  • Cannes Lion 2011 Silver Lion
  • Completely shifted the perception of the bank
  • Attained an entire new audience and customer base