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NAB Honesty Experiments

Honesty isn’t usually a quality one would normally associate with credit cards. So when National Australia Bank restructured their credit card system to be fairer for customers, we decided to conduct a series of ‘Honesty Experiments’ to prove how honest Australians are, and why they deserve credit cards to match. The ‘Honesty Experiments’ lived online, on social channels, and on TV and I was responsible for the development of the campaign social and content strategy and all social and digital activation.

The results:

  • Credit card sales exceeded target by 182%
  • 6 million unique views
  • Australians proved to be 91% honest
  • MADC 2011 Silver Award