National Australia Bank (NAB): Breakup Case Study

NAB’s ‘break up” campaign was a master class in campaign planning and integrated marketing communications.

It all began one beautiful Friday evening back in February 2011 with an apparently upset NAB employee and a heart-wrenching tweet.

“Soooo stressed out,” it started. “Have to make a tough decision and I know I’ll probably hurt someone’s feelings. Arrrgggh.”