New business lifts for broken NAB
National Australia Bank set a new weekly record for the opening of new transaction accounts with no fees in the week or two following the launch of its "breakup" marketing campaign last month, the Financial Review reported.
NAB also experienced a 21 per cent increase in credit card applications in the week beginning February 15, the newspaper reported.
The bank told the newspaper it received 11 times more visits to a dedicated website linked to the campaign compared with visits to the bank's websites during earlier campaigns.
NAB launched its breakup campaign, which initially employed a number of novel elements using social and outdoor media, on February 14 and February 15.
The campaign has since evolved into a more conventional paid-television promotion, featuring advertisements first posted on YouTube at the start of the campaign.