NAB's Breakup Campaign

The results of the "break-up" viral campaign by National Australia Bank improved its market share and raised its profile. The "break-up" campaign, which began in February 2011, started with a tweet saying "Sooooo stressed out. Have to make a tough decision and I know I'll probably hurt someone's feelings! Arrggghhh." It then went on to include a standalone micro-site detailing that NAB was "breaking up" with other Australian banks. This campaign also featured heavy use of Facebook, Twitter, and YouTube videos to spread the "you're dumped" message. The campaign resulted in a 50% boost in credit card applications, a 20% increase in mortgage applications, a 35% increase in interest from customers of other banks in moving over to NAB, and a 1% increase in NAB's share of the mortgage business.

Check out the NAB video here.