Clemenger BBDO and NAB have found a unique way to appeal to Australian people, by positioning NAB as the bank that supports ambitions. All four of Australia’s big banks have had a difficult task of winning back peoples trust in them following the Royal Commission, with the smaller banks meanwhile nipping at their heels. Like competitor, Westpac, NAB has opted for an emotional appeal.
NAB and Clemenger have just released the newest instalment in the campaign, called More Than Money, which makes NAB the bank that helps people to realise their dreams.
“Australians are big dreamers with bold ideas, who rarely give up easily and this campaign is about bringing to life their stories and saying yes we’ll be there for you,” explained Clemenger BBDO executive creative director, Richard Williams.
“Whether it’s quitting the 9-5 to launch a business or buying a property, building the family farm or taking that dream holiday with loved ones – we want to be there supporting progress every step of the way,” stated Suzana Ristevski, NAB executive general manager, marketing and customer experience.
The new commercial focuses on a phone conversation between a dad and daughter about her dream of buying a farm.
The campaign film is supported by social content with individual stories of progress, radio and a landing page outlining what progress means for NAB’s 9 million customers.
Creative Agency: Clemenger BBDO
Chief Marketing Officer: Suzana Ristevski
Head of Group Brand: Ben Knighton
Manager, Brand & Sponsorship Communications: Sue Brailsford
Senior Consultant, Brand & Sponsorship Communications: Karolina Karon
Brand Squad Lead – Campaign Management: Nadine Manering
Consultant, Creative Content Development (Brand): Alexander Erkiet
Consultant, Media Personalisation (Brand): Adriana Kent
Manager, Brand Identity: Susanna Hondrokostas
Consultant, Brand Identity: Samir Elbelli
Production Company: Photoplay Film
Director: Daniel de Viciola
Photographer: John Feely @ Photoplay Photography