DON'T TRADE LIKE IT'S THE NINETIES

TitleDON'T TRADE LIKE IT'S THE NINETIES
ClientNABTRADE
Product / ServiceONLINE SHARE TRADING PLATFORM
CategoryB04. Business Products & Services
EntrantWHYBIN\TBWA SYDNEY, AUSTRALIA
Entrant Company WHYBIN\TBWA SYDNEY, AUSTRALIA
Advertising Agency WHYBIN\TBWA SYDNEY, AUSTRALIA

The Brief

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.

Creative Execution

NAB’s (or National Australia Bank’s) cheeky, irreverent tone is now well established in Australia. Our campaign ran across cinema, television, outdoor, targeted digital, PR, print and more.

Describe the creative solution to the brief/objective.

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. They wanted us to acquire 440 accounts per week throughout the campaign period with a cost per acquisition of $300.

Results

And the results were fantastic: 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.

Credits

Name Company Position
Fatal Farm/Method Studios Post Production
Kristy Fransen Whybin\tbwa Sydney Broadcast Producer
Anna Hunt Whybin\tbwa Sydney Group Account Director
Cam Deague Whybin\tbwa Sydney Planner
Hristos Varouhas Whybin\tbwa Group Sydney Executive Planning Director
Derek Anderson Whybin\tbwa Sydney Art Director
James Ross-Edwards Whybin\tbwa Sydney Copywriter
John Mckelvey Whybin\tbwa Sydney Creative Director
Peter Galmes Whybin\tbwa Sydney Creative Director
Dave Bowman Whybin\tbwa Sydney Executive Creative Director
Matty Burton Whybin\tbwa Sydney Executive Creative Director