NAB goes from breakup to unpopular

Without sounding too wanky, this is a nice piece of art.
A single shot TV commercial for a bank? Brave, but it works.
In a time when ANZ are going back to cruddy Tony Barber after the success of Barbara, it’s nice to see a traditionally conservative brand take some risks.
I won’t change my home loan to them, but I like the ad.

Brilliant for our industry. Great work that works. In spades. Probably worth billions to NAB. And they’re proud of it, too. Win, win, win.

Brilliant work.

“we must be doing something right…”

… “but not our IT systems.”

Interesting….

I kept waitng for the voice over to say ‘not too popular with our customers’

Being a NAB customer and being screwed over twice with their IT problems. They aren’t too popular with me.

Like it.

Well produced, well cast and good idea.

I agree. A beautiful piece. Congrats to all involved.

Pretty boring add, at the end of the day they ain’t htat much diffrenet though…

Great Nab ads. As an ANZ customer embarrassed by Tony Barber ads, liked the Barbra ads

The money would be better spent making sure the NAB customer offering was first in class rather than a shiny new advert but the service still remains poor….good creative idea, but much like Virgin re-branding means nothing if the end result is still just a bad consumer experience….

Fantastic casting! Well done.

Loved it. Great idea.
It is interesting that the campaign has produced such amazing results; must resonate with consumers. Nice to see NAB are being rewarded for such a bold advertising campaign.
The puch line at the end made me chuckle.

This is a very clever ad, but “perhaps” one or two of you might start thinking about what it is implying:

Before the recent changes to NAB that this advertisement trumpets, was this bank accepted in “certain banking circles”?

What cosy club of bankers? I hear you cry. Surely not a cosy club that would collude to keep interest and other charges artificially high and gouge customers!

CERTAINLY NOT, Sir / Madam, I would admonish, for that would be against the Australian competition laws and highly illegal, subject to fines OR WORSE. Nonsense, it must be some other cosy club.

But no, I hear you reply, they really did specifically say that they were unpopular now and that “perhaps it’s because our low home loan rates are driving down those of the other major banks”.

“Perhaps”, I’d say, just might imply a former cosy club of bankers who didn’t drive down each other’s home loan rates, but it doesn’t prove it.

The “certain functions” mentioned at the beginning certainly AREN’T secret meetings where banks meet to collude on their charges, I’d continue.

Well thank goodness, one’s mind does wander at times and think rather foolish things, you’d say.

Perhaps, I’d reply…. would you care for another Gin and Tonic?

It’s more a price leadership position that’s driving hard sales results, not this campaign. The fact is it doesn’t resonate with end consumers as breaking up with other banks is largely irrelevant and most (non-advertising) people just don’t even get it — effective campaign I think not, effective pricing is the winner here!

What club are they covertly referencing? Can’t be the Melbourne or Australian as there are women dining in the ad.

thats some pretty impressive numbers if they are accurate

i broke up with NAB late last year and went to a smaller international bank…..they have less branches but if you’re lucky enough to have one nearby you get a senior relationship manager to handle everything you need, makes a big difference from walking into a NAB branch and receiving blank looks even though you’ve been a customer for years. Plus got a kick-ass loan rate.

On top of that, with all their BS fees, who believes any of the big 4 give a toss about being different to the others, except to just say it.

And if you were with NAB and experienced all the tech troubles they’ve had of late, how glad would you be to hear about this really “successful” campaign to move more people over and stress the systems further….get ready for more downtime.

This campaign shows the huge chasm between the cosy corridors where these ads are conceived and made, and the real world where people have been taught by the big 4 banks to not trust banks at all.

nice, i like it. as people say, really well cast, good location and well shot.

i like the POV approach (who are they looking at?) although cant we have some stiffed lipped women in there too?

i think only having men in the shot adds to the “outrage” and out-of-touch feeling that they are trying to generate with the audience.

@Ed3 – hardly. Most people aren’t aware of price leadership. The first campaign generated discussion that got people looking at rates. The media side of the campaign on its own wouldn’t generate that level of conversion, and neither would the price leadership position. The combination is what generates success.

When will you people learn that there is more than just a media spend that goes into a campaign???

So what has NAB actually done to stand out from their three comrades?

If those figures are correct it says two things to me…..

1. Bloody effective advertising campaign

2. The general population is stupider than I thought

Don’t mind this ad. My parents hated the first roll out of TVCs – they found the tone arrongant and rude, and just plain nasty.

Personally, I felt the first ads were more Gen-Y…