THE Unpopular Banker was taped to a pole in Melbourne and Sydney today as part of NAB's award-winning "Break Up" campaign.
The quirky campaign illustrates NAB's lack of popularity among its rivals.
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A public-relations campaign for NAB that began with a simple tweet from an apparently disgruntled worker saying he wanted to divorce the banks has been named the best in the world at Cannes.
Rival members of the "four pillars" thought they had stumbled on a little gold nugget they could use against NAB when they saw the tweet, but in fact the bank turned the tables and announced it was divorcing the banks through a series of PR stunts, social media posts and, finally, ads.
The bold "Break-Up" campaign, by Clemenger BBDO, was awarded the Grand Prix in the Public Relations division at the Cannes Festival of Creativity yesterday, taking out what is considered to be the Oscars of advertising.
Judges said the campaign had managed to change people's image of the bank while also casting its rivals in a poor light. Other banks denounced the move, but it prompted a massive rise in the number of people moving to NAB.
Since the campaign began on Valentine's Day, the bank has added more than 225,000 customers and is well on the way to recouping the estimated $300 million it lost when it decided to cut fees.
Read more on The Australian.
