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BANKING TECHNOLOGY | Tony Chua, Australia
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NAB starts new social media campaign

The lender said companies would be left behind if they failed to grasp social media marketing, which had proved successful by its own experience.

National Australia Bank has launched another social media campaign following the success of its "break-up" effort on Facebook, which attracted an extra 1 per cent of the mortgage market.

NAB, which is keen to harness social media for marketing, this week launched an AFL competition on Facebook where entrants submit a video of themselves commentating on one of eight selected "AFL moments".

NAB's Facebook followers pick a winner each week, and at the end of the season a judging panel selects an overall winner to commentate on a live AFL quarter.

NAB recently launched the second stage of its break-up campaign. The "We're Not Popular With The Other Banks" slogan appears on Twitter, Facebook and YouTube, seeking to brand NAB as offering cheaper home loans with fewer fees and charges.

NAB's general manager of digital personal banking, Chris Smith, said the initial break-up campaign attracted young customers, and led to a large take-up in credit cards and mortgages.

Speaking at last week's CeBIT business technology show, Mr Smith said companies would be left behind if they failed to grasp social media marketing, which had proved successful at NAB.

View the full story in The Australian.

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