NAB builds on ‘More Give, Less Take’ slogan in new Clemenger BBDO Melbourne campaign
Clemenger BBDO Melbourne has created a new campaign for NAB bank using hero and villain pop-culture characters to highlight the bank’s ‘More Give, Less Take’ positioning.
https://www.youtube.com/watch?v=eQvsjs7-J0U
The campaign launched on social media, with cryptic Tweets and Facebook posts promoting the campaign’s theme.
Pop culture characters featuring in the ad include Dorothy and the Wicked Witch, Scooby-Doo, Jaws, Gremlins, Road Runner and Wile E Coyote.
Kevin Ramsdale, GM consumer marketing told Mumbrella: “It’s an extension of the message we’ve been taking to market for around four years about fundamentally what we believe as a business and that’s a belief in fair value.
“This idea was to really highlight that NAB has been providing more of the good stuff and less of the bad when it comes to banking and hence in this idea really focusing on that more/less construct.”
The campaign will run across TV, press, outdoor and digital.
To further highlight its differentiation in the market, and to continue its ‘un-bank-like’ communications, NAB has unveiled a series of giant art installations at key offices which draw on the campaign’s imagery, including a five metre set of witches legs in Melbourne’s Burke St and melted witches in Sydney’s Martin Place.
“Again just highlighting our belief that we’re stamping out the villain and we’ve changed the game and we believe it’s the death of bad banking,” Ramsdale said.
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Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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So less terrible awful things. Not no terrible things. Got it. At least they aren’t over promising.
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TV’s ok and definitely un bank like… one of the worst uses of Twitter I’ve seen in a long time though. Why would consumers engage in a conversation around this type of work? My guess is that NAB are going to get slammed.
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I bank with them and believe me this message couldn’t be further from the truth.
But then i suppose this isn’t about retention.My personal banker is a witch.
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like the TV ad – feels quite refreshing given the dialogue centric approach of the rest of the bank stuff out there
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the thing about brands is that you dont get to prescribe your attributes through proclamation
you are imbued with them by your deeds and preconceptions about your category
you can influence them indirectly with your mar coms, but you can’t say outright what you want people to think or feel about you
no-one believes this proposition for an iota, so why on earth did NAB think they should waste big media $$ proclaiming it?
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NAB
Great marketing.
Terrible customer experience.
Imagine what a brand they could be if they spent a quarter of their advertising budget on training their service team and sorting out their own internal processes.
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@ Nell Schofield. Not only did you play one of my all time favourite heroines but you are also 100% bang on. It’s by ones (brands) actions etc of which it seems some brands aren’t grasping – i.e that the brand should be thought of as displaying humanist traits – which you cannot do in a 30 sec spot which may mean – hang on – they might want to think about using their brand as a central character that is imbued with aspirational qualities in some longer form stories?
Leave the 30’s for retail or in this case it would work if it was a teaser to some longer form content that allow some of those qualities to play out…Then again I could be wrong.
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This is a very good ad. While watching it during the NRL Grand Final it kept my attention so I could find out what it was for, so unlike nearly all other ads that hammer you with mindless copy and are instantly forgettable.
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Also no doubt influenced by the first iphone teaser ad
https://www.youtube.com/watch?feature=player_embedded&v=6Bvfs4ai5XU
Which probably influenced Samsung’s latest smart watch ad:
https://www.youtube.com/watch?v=B3qeJKax2CU
It seems collages of archival footage is the new black.
Hopefully consumers will be abel to tell them apart.
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This ad is on every ad break during the baseball on Fox Sports, it’s driving me mad. It’s as bad as the constant funeral/pet/life insurance ads.
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Is this not identical to the Counts Vs Doesn’t Count Nike video?
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Love it. Very fresh.
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Yeah looks very much like a copy of Nike “Make it Count”
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lurv this ad.i just bought a t.v after 5 years not having one & that tv ad jst jumped out,the whole hipster vibe-groovy song,pop refs makes u fuzzy-laugh.
love the treadmill stroll walk.
Is very generic smart visual though.
couldve be been a obscure content promo for a tv station,had to watch it twice till saw NAB caption at end.
Award still for sure..
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Hi, we all love this ad, however there is no mention of the name of the song used or artist. My daughter is driving me crazy wanting to find out. Could you please let me know the song title and artist. Thanks Jodie
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@Jodie
It’s Janelle Monae – Tightrope
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