Nabtrade DM DON'T TRADE LIKE IT'S THE NINETIES by Whybin\TBWA Sydney

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DON'T TRADE LIKE IT'S THE NINETIES

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Industry Banking & Financial Services
Media Direct marketing
Market Australia
Agency Whybin\TBWA Sydney
Executive Creative Director Matty Burton, Dave Bowman
Creative Director John Mckelvey, Peter Galmes
Art Director Derek Anderson
Copywriter James Ross-Edwards
Strategic Planner Cam Deague
Editor Drew Thompson For Guillotine
Released April 2013

Credits & Description

Advertiser: NABTRADE
Agency: WHYBIN\TBWA SYDNEY
Category: Financial Products & Services
Advertising campaign: DON'T TRADE LIKE IT'S THE NINETIES
Art Director: Derek Anderson (Whybin\TBWA Group Sydney)
Copywriter: James Ross-Edwards (Whybin\TBWA Group Sydney)
Group Account Director: Anna Hunt (Whybin\TBWA Group Sydney)
Strategic Planner: Cam Deague (Whybin\TBWA Group Sydney)
Broadcast Producer: Kristy Fransen (Whybin\TBWA Group Sydney)
Executive Planning Director: Hristos Varouhas (Whybin\TBWA Group Sydney)
Creative Director: Peter Galmes (Whybin\TBWA Group Sydney)
Creative Director: John McKelvey (Whybin\TBWA Group Sydney)
Executive Creative Director: Matty Burton (Whybin\TBWA Group Sydney)
Executive Creative Director: Dave Bowman (Whybin\TBWA Group Sydney)
Editor: Drew Thompson (Method Studios)

Execution
We turned our competitor’s biggest strength (a 15 year headstart) into a severe disadvantage by making them feel out of date. We did so in a tone that our audience welcomed and that suited our master brand - NAB (or National Australia Bank). Never before has coming to market late worked so well for a brand.

Implementation
We told the market that if it was built in the 90s it was out of date. It was easy to make stuff from the 90s look out of date. Just think of all the terrible things that launched in the 1990s – rollerblades, MC Hammer, Beverly Hills 90210. We called upon people to “Don’t trade like it’s the 90s. Update to a platform built this century.” Drawing on the worst the 1990s and all the characters it had to offer us. We needed to acquire 440 accounts per week throughout the campaign period with a cost per acquisition of $300.

Client Brief Or Objective
To acquire 440 new accounts per week for a new online share trading platform called NABTRADE that was about to launch. The problem was that a competitor’s platform had launched 15 years earlier, in 1997 and had most of the market. They had a 15 year head start. Our strategy was to turn their advantage into a handicap by showing that when it comes to online share trading, being old is a disadvantage.

Outcome
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. )Cost per acquisition of $251. (16% under target)86% of new accounts were directly attributable to launch marketing activities. $500 million total footings across cash and High Interest AccountAn additional $240 million was added to NAB Group balances.