National Australia Bank in Australia took a risk by using social media to promote their new service offerings and boldly suggested consumers 'break up' with their old bank and come to the NAB. Using tactics to really drive the point home, both in ATL, in print and online they managed to rile competitors and spark conversation throughout the country - no mean feat within the geographically isolated and segregated states within Australia.

1. Valentines Day is Consumerism with a captial C…… But how can a brand really capitalise on this using social media?

2. And especially something as corporate as a bank……

3. It started with a misTweet……

4. Which was ‘sarcastically’ retweeted by a competitor bank… *Retweeted 68 times

5. Turned out that sarcastic Tweet… was actually FREE PUBLICITY

6. All became clear on Saturday morning: Front page news!! The competitor bank got ‘punk’d’

7. They PR’d themselves well: Press releases were sent to the media With a link to this video blog

8. But then it got really interesting offline:

9. They even used print: Full page ads in all local newspapers

10. And took the campaign throughout the country: Adelaide - South Australia Melbourne- Victoria

11. And then they took it back online with a dedicated website www.breakup.nab.com.au

12. The media strategy included outdoor, radio, mobile billboards, street teams, street chalking and helicopter banners

13. And the results literally spoke for themselves….

14. Media ‘experts’ called it… ‘One of the bravest, most ambitious, most aggressive campaigns I can remember’. http://mumbrella.com.au/

15. And remember….it’s for a BANK!