NAB has recently launched a campaign across all media (online, television and billboards) on the theme of ‘breaking up’ with the other big three banks. The campaign has generated buzz not just for NAB’s aggressive price cuts and customer poaching from Commonwealth Bank, but also for its marketing efforts, which have been unlike anything seen before or expected from a Big Bank.

At the moment the NAB has the lowest interest rate, further to that it is aggressively poaching Commonwealth and ANZ mortgage customers by offering to cover the $700 penalty exit fees to switch their home loans to NAB. Further to that the NAB has launched a massive marketing blitz through television, social media and billboards. The message is clear: ‘NAB will no longer play monopoly, status quo games with the other big banks.’ As many other business commentators have suggested, let the banking wars begin!

The Break Up Letter

One of NAB’s approaches has been the break up letter, a simple video written from the perspective of NAB to the other big banks. Not only is there a video of the letter being written but NAB has also put the letter up in their headquarters. The content of the letter is basically NAB stating that they no longer want to be associated with the big banks and their lack of customer service focus and over priced fees.

Check out the video below as well as a photo of the letter that was put up at NAB headquarters:

NAB’s social media strategy has been just as radical. Their YouTube page has various videos of actors breaking up in public, with one acting out NAB and the other acting out the other 3 banks (presumably). You can see these and other various videos on NAB’s YouTube page which you can get to by clicking this link.

However, probably the most extreme case of viral marketing is the video below. Not only is this particular video so brazen, it’s all the more so considering it’s created for a major bank, which are known in Australia at least, to have quite tame and uncontroversial advertisements. I won’t wreck the video for you, instead I encourage you to watch it below.

http://www.youtube.com/watch?v=0BZl21_2tuo&feature=player_embedded

There were also the tissue boxes handed out by NAB outside its competitor’s branches and the banner flown over the city:

NAB has definately taken a big risk on their marketing, not to mention their business decisions. These moves have all ready attracted responses from other major banks. Of course the major question as with any other marketing campaign are whether NAB will see results from their efforts.

One part I will fault with the campaign though is the break ups carried out by actors for NAB. A clip can be seen below this paragraph. While the hidden camera footage is a good idea, the problem is that the camera is just too close to capture anyone’s reactions. Head Studios would have taken a shot from a distance and used wireless microphones like The Chaser’s used to do (notice the far camera at 1:20).

http://www.youtube.com/watch?v=sBgg1XmcCJ4&feature=player_embedded

I would like to congratulate NAB at the very least, for taking a creative risk and we’ll have to wait and see how this unfolds for their bottom line.

Superbowl has come and gone and as always it’s the ads that are talked about more than the game, in fact I’m not even sure who was playing! The superbowl commands an audience of 90 million in the United States and is the most expensive commercial slot in television.

Below are some of the standout commercials of this year’s Superbowl ad and some commentary if necessary:

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Chrysler

The Chrysler ad was the longest ad during the Superbowl and arguably one of the best. So far it has generated over 8 million views on YouTube alone, not counting the amount of viewers during Superbowl. Starring hip hop rapper Eminem the ad talks about Detroit’s current struggles during the financial crisis.

As soon as the ad was broadcast there were debates about how effective it would be at selling cars, as it seemed to be selling the city of Detroit more than the Chrysler 200, which was barely in the shot. While time will tell whether the ad was actually effective in making sales for the company it is known that Eminem has met top Chrysler executives to discuss future promotions and Canadian dealers have stated that the ad is generating interest for the car.

Volkswagen

Very funny!

Coca Cola

Coca Cola makes happiness happen! Also notice the satellite dish in the background at the beginning. Coca Cola’s standard branding campaign; Coke can cross cultural and national boundaries and unite everyone with its sugary goodness.

Kia

http://www.youtube.com/watch?v=ZlwM2xlT7Dk

Chevrolet

http://www.youtube.com/watch?v=jP9_vKW9Ecw

Sorry about the beginning.

The Failure

One ad that seems to have gotten everyone upset and offside is the Groupon ads. Groupon wanted to go for something edgy and controversial, which is nothing new, however they made the mistake of not being very funny. If you’re going to be controversial, make sure you can pull it off! Check out the Groupon ads below as well as the negative New York times review by clicking this text.

Making fun of Tibet…
http://www.youtube.com/watch?v=vVkFT2yjk0A

And deforestation…
http://www.youtube.com/watch?v=Z206ipPhuFQ

And whales…
http://www.youtube.com/watch?v=mP_yScodndg

While being controversial can pay off you are taking a risk with your brand and it seems that Groupon had miscalculated. Judging by the YouTube responses people were upset not just at the insensitivity at the ad but also the so-so humor. Groupon is quite a new company, so perhaps they will learn as they grow?

Some other commercials below:

Best Buy (with Justin Bieber and Ozzy Osbourne)

Go Daddy

http://www.youtube.com/watch?v=ZQnhFxyikXg

Probably not the first person you would think of to represent Go Daddy in that attire. One unique thing about this ad is how it asks you to go to the website to view more.

Let me know your thoughts about the ads in the comments. Did you think Groupon’s ads did more harm then good?