Characterised by a rush of information and activity, university Orientation Weeks are an exciting and often overwhelming experience for starry-eyed first year students. Getting their attention isn’t easy.
To capture the events’ exuberant spirit, and plant NAB in clear view of undergraduates, Taboo went from campus to campus implementing a specially designed Geek Chic promotional campaign.
This Revenge of the Nerds inspired creative formed the basis of some carefully constructed attention grabbing activity. Geekily-dressed promo staff rode tandem bikes across campus and hosted a prize tent featuring the now famous, Taboo built NAB Smart Wheel with instant wins and a Geekiest Moment confessional competition (with winners receiving a $500 fee-free student account). Our extroverted Geeks generally entertained the young crowd all the way – heck, even the emo kids ended up joining in the fun and having a laugh.
Piggy-backing this creative, NAB on-campus branches were also given the Geek Chic treatment, helping to reinforce the already established Smart Banking brand strategy.
Running across three states, the campaign achieved key brand positioning objectives by making NAB relevant to student needs, subsequently increasing their customer base.