NAB tells story of how the Aussie Bum’s business came to life as part of new brand campaign

NAB is telling the real life stories of how it has helped Aussie Bum managing director and founder Sean Ashby and other business customers succeed.

Created by The Bridge Melbourne, the new brand platform aims to showcase NAB customers and how their business grew to life.

The first ad tells the story of Ashby and how NAB allowed him to grow his swimwear business by selling into overseas markets.

It shows Ashby teaching and swimming at Bondi Beach before moving over to the United Kingdom and growing the business through online retail.

NAB’s new piece of work aims to position the bank as ‘Backing business in moments that matter.’

Andrew Knott, NAB’s executive general manager of marketing, said the brand campaign is “unique” in the market.

“We know from speaking to our customers that success isn’t just about money. It is about those moments that remind them why they are working so hard,” Knott said.

“It might be winning a big account, overcoming a set back or a grateful smile from a customer, and we know business owners tell their stories best, so we’ve created space for them to do that with our new campaign.”

John Fuhr, managing director and creative director at The Bridge, said NAB had tasked the agency with showcasing the “reality of business.”

“I’d think anyone who knows how business works, will find it compelling to actually see how legitimate that claim is,” Fuhr said.

“NAB tasked us to show the reality of business, and the moments of both promise and peril that any businessperson will relate to.”

NAB’s general manager business marketing and customer strategy, Suzana Ristevski, claims the campaign had no script, “just real people telling real stories.”

“Stories that evoke strong emotions because we can all relate to the highs and the lows,” Ristevski said.

“As Australia’s biggest business bank, we want to highlight the enormous contribution the small business sector makes to the Australian economy and celebrate the men and women behind some of Australia’s most loved brands and services.”

The campaign will run across TV, digital, out of home, radio, social and at branches.

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