23 October 2017
Register now

NAB taps social media to 'break up' with rivals

15 February 2011  |  14326 views  |  1 Sydney Opera House 2

National Australian Bank (NAB) has tapped Twitter, Facebook and Youtube to launch an extraordinary attack on its rivals, "breaking up" with them over home-loan interest rates.

Last week, in the run up to Valentine's Day, the bank posted a mysterious tweet - spotted by blogger and former staffer Monty Hamilton - declaring: "Sooooo stressed out. Have to make a tough decision and I know I'll probably hurt someone's feelings! Arrggghhh."

The message was the opening salvo in a huge marketing push designed to attract ANZ, CBA and WestPac mortgage customers, offering to pay some of the exit fees its rivals charge.

NAB is declaring on the front page of its Web site "sorry CommBank, ANZ, WestPac, but it's over between us" and linking to a dedicated micro-site called "the break up".

This contains a Youtube video showing the bank writing a letter dumping its rivals and explaining why.

Other videos show various marketing stunts such as the flying of a 100ft banner from helicopters telling competitors "you're dumped":

And CommBank executives interrupted at lunch by singing waiters:

KeywordsSOCIAL MEDIA

Comments: (1)

Martin Davies
Martin Davies - Causal Capital Pte Ltd - Singapore | 17 February, 2011, 02:56

One has to admit this is done in good taste. Certainly the singing cake I suppose takes the cake.

It has the same sentiment back in the days when the banks used to raid auctions with their logo umbrellas raised.

There will of course be retaliation I hope from ANZ and CBA ...

Be the first to give this comment the thumbs up 0 thumb ups! (Log in to thumb up)
Comment on this story (membership required)

Finextra news in your inbox

For Finextra's free daily newsletter, breaking news flashes and weekly jobs board: sign up now

Related stories

CBA slammed over draconian social media policy

CBA slammed over draconian social media policy

04 February 2011  |  14280 views  |  5 comments
NAB online banking falls over again

NAB online banking falls over again

31 January 2011  |  10279 views  |  2 comments
Financial services firms gearing up for social media investment - Aite

Financial services firms gearing up for social media investment - Aite

18 November 2010  |  11255 views  |  0 comments
NAB searches for social media guru

NAB searches for social media guru

03 November 2010  |  9002 views  |  0 comments
No brass in pocket: Barclays' busker goes contactless

No brass in pocket: Barclays' busker goes contactless

27 August 2010  |  12412 views  |  0 comments
ING Direct guerilla marketing stunt makes a splash

ING Direct guerilla marketing stunt makes a splash

26 August 2010  |  14120 views  |  2 comments

Related company news

 

Related blogs

Create a blog about this story (membership required)
visit www.fivedegrees.nlvisit www.innotribe.com

Top topics

Most viewed Most shared
Mastercard to roll out blockchain APIMastercard to roll out blockchain API
19376 views comments | 28 tweets | 42 linkedin
HSBC partners Bud for open banking trialHSBC partners Bud for open banking trial
15170 views comments | 23 tweets | 32 linkedin
Sibos 2017: API or the highwaySibos 2017: API or the highway
10982 views comments | 12 tweets | 23 linkedin
Eight banks form joint venture to launch blockchain trade platformEight banks form joint venture to launch b...
9028 views comments | 14 tweets | 28 linkedin

Featured job

Find your next job