National Australia Bank/ NAB Promo BIG BROTHER by Clemenger BBDO Melbourne

BIG BROTHER

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Industry Banking & Financial Services
Media Promo & PR
Market Australia
Agency Clemenger BBDO Melbourne
Director Leo Woodhead
Creative Director Darren Pitt, Tom Martin, Rohan Lancaster, Julian Schreiber
Art Director Brett Colliver
Copywriter Simon Bagnasco
Producer Michael Ritchie Ian Iveson
Strategic Planner Heather Lewis
Editor Dan Lee At Karl Marks
Released January 2013

Credits & Description

Advertiser: NATIONAL AUSTRALIA BANK
Agency: CLEMENGER BBDO MELBOURNE
Category: Financial Products & Servcies
Advertising campaign: BIG BROTHER
Account Management Team: Amelia Atkins (Clemenger BBDO Melbourne)
Executive Creative Director: Ant Keogh (Clemenger BBDO Melbourne)
DOP/Cinematographer: Ari Wegner
Flame Artist: Adam Archer (The Editors)
Agency Producer - Print: Ben Nash (Clemenger BBDO Melbourne)
Creative Director: Darren Pitt (Clemenger BBDO Melbourne)
Producer: Ian Iveson
Agency Producer - TV: Julie Rutherford (Clemenger BBDO Melbourne)
Creative Chairman: James Mcgrath (Clemenger BBDO Melbourne)
Sound House: Paul Taylor (Sound Reservoir)
Creative Director: Rohan Lancaster (Clemenger BBDO Melbourne)
Account Management Team: Tanya Green (Clemenger BBDO Melbourne)
Account Management Team: Simon Lamplough (Clemenger BBDO Melbourne)
Art Director: Brett Colliver (Clemenger BBDO Melbourne)
Editor: Dan Lee
Strategic Planner: Heather Lewis (Clemenger BBDO Melbourne)
Director: Leo Woodhead (Revolver)
Account Management Team: Patrice Bougouin (Clemenger BBDO Melbourne)
Creative Director: Tom Martin (Clemenger BBDO Melbourne)
Designers: Aaron Crothers
Creative Director: Julian Schreiber (Clemenger BBDO Melbourne)
Production Company: Revolver (Revolver)
Copywriter: Simon Bagnasco (Clemenger BBDO Melbourne)

Outcome
NAB managed to completely hijack online, Big Brother’s launch night of 1.618 million viewers. With over 1 million views the videos, the campaign has become the most viewed online content about home loans ever created in Australia. Also, everyone involved in making this campaign is no longer allowed near Australia’s Big Brother House.

Relevancy
The execution completely contrasted people’s preconceptions of dry, boring, bank home loan content. We created a second screen, guerilla digital piece of entertainment that could sit perfectly side by side with the experience of watching Big Brother on television. Lured in through Twitter and Facebook, we created multiple engagement moments that allowed an audience watching inside the house, to see something fascinating going on directly outside as well. The stunts and the content created from them, boldly made the statement, that NAB believed that no one should be locked in a home, not even on a reality TV show.

Implementation
As a demonstration of just how serious NAB was about their stance that no one should be locked into a home, we decided to try and liberate the most famously locked in people in Australia – the Big Brother Housemates. With three carefully planned and frankly, slightly illegal stunts: Operation Pepperoni, Operation Loud Speaker and Operation Freedom Dolphin. Each one an attempt to get inside a $20,000 bribe offer to the first housemate who walks out of the house - without being evicted. Our desired outcome, half a million video views online to get Australia talking about NAB home loans.

Client Brief Or Objective
Due to the excessive exit fees attached home loans by banks, many Australians actually feel trapped in their own homes, unable to break the contract even if they wanted to. The National Australia Bank (NAB) however has abolished these horrible fees and stand apart from the rest having openly declared to the public that no Australian should be locked into a home. We needed to promote this concept in a way that overcame people’s preconception that any content from a bank about home loans is labored, filled with detail and ultimately boring.