NAB Case Study | Australia | Cross-Channel Positioning NAB as a Thought Leader on Federal Budget Announcement Day Case Study: NAB Market: AU Service(s): Cross – Channel (Display, PPC/SEM/SEA, Social Media, Paid Social) Title: Positioning NAB as a Thought Leader on Federal Budget Announcement Day Overall Summary iProspect were challenged with positioning nab (4th biggest bank in Australia) as a thought-leader on Federal Budget announcement day - by communicating relevant insights and expertise to a broad audience. The iProspect team developed a real-time messaging framework - based on market indicators – search themes, social conversations, budget snippets announced, etc – to inform the nab comms team and enable the creation of hyper-relevant content a matter of seconds after interest spikes. iProspect then amplified this content among multiple channels to own the conversation – and build nab’s authority. As a result, nab owned the conversation on federal budget day! The Challenge Federal budget announcement day sees a race between industry leaders to get to market with a strong and salient point of view. Those who get there first and deliver an impactful message are the ones who truly engage the category, setting the tone for the rest of the financial year. NAB – historically slow in this space – wanted to be positioned as a thought-leader on Federal Budget announcement day by communicating relevant insights and expertise to a broad audience. Brands only have 24 hours to own the conversation NAB needed extremely relevant, impactful messages - fast, to cut through the clutter. The Strategy We needed to shake up the old process, which was dominated by regulation, process and lacked flexibility. iProspect’s solution was to apply a bespoke, real-time marketing model, to change the way NAB worked. We believed that only with such a model could NAB cut through the clutter and deliver informed, relevant content, in equally relevant media environments such as twitter, YouTube and Google Search Getting this operational model off the ground required social, production, creative & media stakeholders to be re-located to a centralised command centre for 24 hours of real time marketing & collaboration at NAB’s Social HQ. The Results Implementing a new, real time marketing model and delivering the following results, we successfully established NAB as a thought leader in the space over a 24hour period: o 49,054 views of written thought leadership content on the day (primary target 40k) o Over 6,600 video views of NAB thought leaders giving their opinions o 2,337 downloads of Federal Budget white-papers o 1,563 twitter engagements at a very efficient $0.35 per CPE (we became the biggest contributor on twitter out of the big 4 banks (source: NAB Radian6 data) o 84% share of voice across all Federal Budget Paid Search terms

Our Approach NAB needed extremely relevant, impactful messages – fast – to cut through the clutter. The Challenge The Strategy Federal Budget announcement day sees a race between industry leaders to get to market with a strong and salient point of view. Those who get there first and deliver an impactful message are the ones who truly engage the category, setting the tone for the rest of the financial year. Brands only have 24 hours to own the conversation. NAB – historically slow in this space – wanted to be positioned as a thought-leader on Federal Budget announcement day by communicating relevant insights and expertise to a broad audience. NAB needed extremely relevant, impactful messages – fast – to cut through the clutter. We needed to shake up the old process, which was dominated by regulation, process, and lacked flexibility. iProspect’s solution was to apply a bespoke, real-time marketing model to change the way NAB worked. We believed that only with such a model could NAB cut through the clutter and deliver informed, relevant content, in equally relevant media environments such as twitter, YouTube and Google Search Getting this operational model off the ground required social, production, creative & media stakeholders to be re-located to a centralised command centre for 24 hours of real time marketing and collaboration at NAB’s Social HQ.

84 49 2.3 + + K K NAB % Share of Voice across All Federal Budget Paid Search Terms Views of Written Thought Leadership Content Downloads of Federal Budget Whitepapers Implementing a new, real time marketing model and delivering the following results, we successfully established NAB as a thought leader in the space over a 24hour period.