Media > Product & Service
WHYBIN\TBWA SYDNEY, Sydney / NABTRADE / 2013
Overview
Credits
Effectiveness
The campaign took off immediately.
Results:
Over 18,000 new accounts – that’s 870 accounts per week (in a market in which the number of traders has fallen by 2.5% in the last 12 months (to 615,000 traders));
Cost per acquisition of $251;
86% of new accounts were directly attributable to launch marketing activities;
$500 million total footings across cash and High Interest Savings Accounts; and
An additional $240 million was added to NAB Group balances.
Execution
The media team engaged our niche audience of active traders in all manner of ways. They found them in the financial pages of the paper; in their workplaces both with strategically placed out of home and in building-elevator placements; on popular traders’ forums; in the country’s leading news portals with interactive ideas; in targeted direct mail; in PR; in cinema (in films with a financial slant); and also on television and pre-rolls online. In each of the channels, different 90s trader characters were introduced and then lampooned for our audience’s enjoyment.
Strategy
Our client was launching a new online share-trading platform called nabtrade. The problem was that our competitor’s platform launched 15 years earlier, in 1997. They had a 15-year headstart on us. So, we turned their competitive advantage into a handicap. Our strategy was to draw attention to the fact that when it comes to online share trading, being old is a disadvantage. Just think of all the other terrible things that launched in the 1990s: rollerblades, MC Hammer, Beverly Hills 90210. Our campaign called upon people to “Don’t trade like it’s the 90s. Update to a platform built this century.” It drew on the worst the 1990s and all its then heroes had to offer and spoke directly to frequent traders.
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