NAB’s new campaign: Our rivals will never change
National Australia Bank has launched a new campaign that builds on its multi-award winning Break Up campaign.
The ads take a similar tone to last year’s campaign featuring different nameless banks offering excuses to complaints from customers, and suggesting that while the other banks won’t change, clients can.
Ant Keogh, ECD for Clemenger BBDO Melbourne, the agency behind the campaign, said: “What’s perhaps a little scary is just how familiar these conversations feel. This campaign treads somewhere between it’s -funny-because-it’s-true and it’s-terrifying-because-it’s-true. And that’s what we think will motivate even more people to change to NAB.”
Saw it last night – average. Won’t have anywhere near the impact of the breakup campaign.
Yeah, wow. Shame their brand behaviour is completely out of sync. As we speak, having a nightmarish experience lost in bureaucracy and massive ineptitude on behalf of NAB. The worst customer experience of my life.
I sure will be following their advice and taking my business elsewhere, the first chance I get.
I actually don’t get them. Just me?
The funny thing is – that’s exactly what NAB’s staff will be doing right now. People like that, in offices like that, telling their customers stories like that.
They’re actually doing exactly what the guys in the ads are saying. They’re not saying they’re better or different. They’re merely saying the opposition are bad.
At least “Barbara from Bank World” demonstrated the shortcomings of banking in a funny way that connected with customers. Could never work out why ANZ dumped that campaign. It was hitting the others where it hurts.
all we need is barbara in these ads
One of their worse campaigns in a while. How long until its pulled?
@UNABBY, isn’t it amazing how people’s experiences of a bank can vary so much. I’m with NAB and have consistently found them to be helpful, way beyond what I would expect. But yet I know that you are not alone in having had a bad experience.
@Gezza. You must be a private banker? As for this ad, hmmmm? Poke fun at the other faceless institutions who screw their customers and make record billion dollar profits, whilst the finance sector struggles… Hmmmm?
Despite the break up and reconciliation, I struggle with how at all nab are any different to the rest of the so called Big 4. These ads could be quite easily having a crack at nab themselves (and are a poor cousin of Barbara with ANZ).
Ah! Must be getting traction if so many people are talking about it! Well done Nat and NAB marketing team
I’m still waiting for someone from NAB to explain what the ad means? Please!
I view this as a documentary of what goes on inside all banks. When viewed in that light, it makes sense – though probably doesn’t do any brand any favours.