The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Integrated Branding / Consumer Campaign
Annual ID
12508G
About the Work
The Australian public has always believed their 4 biggest banks work together, eliminating competition. As a result they refused to notice one of them, the National Australia Bank (NAB) had actually spent 2 years becoming fairer and more competitive. Instead of fighting this perception of the banks being ?together?, we decided to embrace it by letting the public witness NAB break up with the other banks. The break up exploded simultaneously across newspapers nationally, online and in the media catching the competition and the public completely by surprise. The break up received $5 million of earned media in a single day, completely transforming the public?s perception of NAB. Since then it has resulted in a 79% increase weekly in home loan enquiries, a 50% increase in weekly credit card applications and a 20% weekly increase in the opening of NAB transaction accounts.
2012 Awards
Total Points: 5
Merit
Credits
Agency
Clemenger BBDO Melbourne
Production Company
Will O'rourke
Designer
Kim Budee
Director
The Glue Society
Content Strategist
Paul Rees Jones
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