1. The letter is really long, I still find it boring… Glanced at the newpaper ad over someone’s shoulder and thought ‘who would run such a long texty ad’? But I LOVE the Westpac meeting gatecrash! Very Greenpeace… I would share the gatecrash vid but not the letter – stopped listening to the boring VO a few sceonds into it.

  2. I think it’s easy for Marketers to say this is a break through because it moves away from the testimonial type angle and offer based campaigns that so many currently seem to unimaginatively favour. The public on the other hand are savvier than ever and view this as a stunt. A few I’ve overheard have said “Who’d bother reading that long ad?” and “Who cares?”.

    In broadcast news the public see the profits the banks are making at their expense and frustration, and typically this is the sentiment being reflected in Social Media responses.

    Looking across segmented online sentiment, the buzz is coming via publications and professional blogs of marketers/advertising industry/analysts/banking. For the campaign to be effective socially it needs to have a viral effect on their target demographic, not industry cronies.

    I’m still waiting for a banking campaign that it is based on insight drilled down from Social Media sentiment monitors of online word of mouth. True consumer benefit comes from listening to your customers and that can be effectively relayed into multi-platform marketing campaigns. Perhaps in the next year, this will change?

  3. when I read the headline I thought that it meant that NAB was opting out of taking turns with the other three big banks to be the first to announce rate hikes. That is when the Reserve Bank announces an increase in interest rates the first bank out of the blocks to raise their rates cops all the media flack, the other three then quietly raise theirs.

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