NAB’s More give, less take has officially ended. The bank has changed its tone of voice and given itself a whole-brand refresh via Clemenger BBDO Melbourne, its first after six years.
Its most recent campaign, Journey, was perhaps a preface – the ad that demonstrated the bank’s understanding of what it feels like to buy a home.
Clemenger finds a striking new way to sell the great Australian dream
Its Footify experiences, and also the success of that initiative as a whole, were perhaps catalysts.
The new NAB is intent on showing that it knows customers need to feel valued and supported.
The first More than Money campaign is built around the emotional triggers that affect what people do with money. Two launch TVCs share the message that while money is important, life and business are about more than that.
One TVC uses home movie footage to trace a young woman’s life from birth through to adulthood.
The second follows a NAB Business customer from start-up days through to international launch, again using real footage.
“More than Money is about really understanding and supporting our customers during the big and small moments in life, and helping them by making banking easy and more personal,” Andrew Knott, chief marketing officer, NAB, commented.
“More than Money is deeply embedded in the bank’s focus on making the complicated simple for our customers, being a bank that customers can count on and having a positive impact on people,” stated Michael Nearhos, general manager brand and products marketing, NAB.
Clemenger BBDO creative chairman James McGrath, added, “We know that a brand message that reflects the belief of an organisation and its people can have a huge impact, As NAB’s communications partner, we feel that the very rhythm of this campaign mimics the body language of the bank and vice versa. It’s a secret weapon for NAB.”
More Than Money advertising will run on TV, online, out-of-home, digital, social media and in-branch.
Added to the advertising will be short form, shareable content across social media platforms – online video content whose stories of inspiring people demonstrate how NAB understands and supports them.
Credits:
Agency: Clemenger BBDO Melbourne
Production company: Revolver
Director: Steve Rogers
Executive producer: Pip Smart
Post production offline: Arc
Editor: Simon Price
Producer: Joseph Perkins
Post production online: ALTvfx
