News

NAB goes from breakup to unpopular

NAB has rolled out the next stage of its breakup campaign, featuring the brand getting the cold shoulder from its banking rivals.

The latest ad – “Unpopular”, filmed in a single roving steadicam shot – went to air last night.

The Clemenger BBDO ad is backed by further radio, digital,  outdoor, experiential activity, social media and PR.  

The Break up campaign – which took aim at NAB’s rivals – launched on Valentine’s Day and immediately generated a great deal of publicity.

According to NAB, the campaign has already seen a 79% increase in home loan enquiries, a 50% increase in credit card applications, and a 20% increase in transaction account openings. The bank says it has seen more than 175,000 new customers join since The break Up launched.

The new campaign plays on the message that as a result NAB is no longer popular with its rivals.

NAB’s executive GM of strategy and marketing Sandra de Castro is to speak at Mumbrella360 about the story behind the campaign.

Credits:

Client: NAB

  • Andrew Hagger – Group Executive
  • Sandra de Castro – EGM Strategy & Marketing
  • Kevin Ramsdale – GM Brand & Sponsorships
  • Fiona Le Brocq – Head of Brand Management
  • Jade Lindrea-Jones – Senior Brand Manager
  • Laura Wilson – Senior Brand Manager
  • Sarah Coghlan – Brand Manager

Agency: Clemenger BBDO Melbourne

  • James McGrath – Creative Chairman
  • Ant Keogh – Executive Creative Director
  • Julian Schreiber – Creative Director
  • Tom Martin – Creative Director
  • Sonia von Bibra – Producer
  • Tim McColl Jones – Business Director
  • Simon Lamplough – Group Communications Director
  • Kelly Richardson – Senior Account Director
  • Jessica Hughes – Account Manager

Production: Revolver

  • Steve Rogers – Director
  • Michael Ritchie – Executive Producer
  • Pip Smart – Producer
ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.