NAB 'The Break-Up'

Know which side of the bed you are lying on.
Decide what you are FOR and AGAINST.
Stand for something your customers care about.
Find out who's IN and who's OUT.
Have a philosophy first, strategy second.
Have a mission not a proposition
Use each piece of media to do what it does best.
Make media slippy not sticky.
Be informal, entertaining but still serious.
Create situations.
Pick a fight with someone.

NAB have done all of the above as they call out the other Aussie Banks
with a multi-platform, cross media onslaught.

During the week, NAB acquired
3,002 Twitter followers and 2196 Facebook ‘fans’.
‘@NAB’ and #breakup reached numbers 1 and 2 trending topics on Twitter in Australia.
Daily posts across all social media about NAB increased 320%
Sentiment shifted from deep negative to neutral.
Positive sentiment also increased to 35%, with only 7.3% of comments negative. views totalled 63,439 for the week, and break up related content received  209,814 views
- 66% increase in conversation about the banking category across social media
78% of all Australian banking social media conversation were about NAB
completely dominating the category
While not a social media campaign per se - in fact in terms of media executions it could be described as traditional - it's disruptive, provocative nature was designed to be a highly social experience.
If somethings interesting it will get talked about. End of story.
Sample tweet..

@nab it's childish, its immature, and I LOVE IT. this is why i bank with NAB #breakup

And my favourite bit of commentary so far, from Laurel Papworth

'The challenge is, I don’t think even NAB understand how deep this campaign will go [me - yes, they do], it could change the face of marketing for some time to come. Viral ads, leaked tweets, developing story lines, we’ve seen before. But siding with the customer against their own industry was the smartest move they made. Let’s see what they do with it.'