NAB gets even more ‘Unpopular’ in new phase of the campaign via Clemenger BBDO Melbourne
NAB has launched the next phase of its ‘Break up’ marketing strategy with a TV campaign via Clemenger BBDO Melbourne
The first television commercial called ‘Unpopular’ will be followed by further TV, radio, digital, large format outdoor, experiential activity, social media and PR over the coming week.
The initial phase of the ‘Break up’ campaign was launched on Valentine’s Day earlier this year with a public announcement that NAB was ‘breaking up’ with the other banks. The campaign included social media activity followed by public break ups in restaurants, messages delivered directly to the other banks and a ‘Dear John’ letter that ran in media nationally.
‘Break up’ is the latest installment in NAB’s differentiated strategy, launched over two years ago.
During this time NAB has led the industry in abolishing some of the most disliked fees, differentiating them from the other Big Banks. They no longer fitted in.
The ‘Break up’ campaign delivered strong business results for NAB; a 79% increase in home loan enquiries, a 50% increase in credit card applications, and a 20% increase in transaction account openings week-on-week. To date, over 175,000 new customers have joined NAB since February 14, demonstrating that what is good for customers is good for business.
The second phase of the ‘Break up’ campaign carries the theme of ‘We’re not very popular with the other banks anymore. We must be doing something right’.
Launched on Sunday night, it shows the consequences from the ‘Break up’. Predictably the ‘Break up’ hasn’t won NAB any friends within the industry. It has put the spotlight on ANZ, CommBank, and Westpac and not surprisingly, they haven’t taken kindly to it. The television commercial takes a wry look at how the other banks have reacted to ‘Break up’.
Says Andrew Hagger, group executive, NAB: “Our half year results have shown that there is good momentum in the business. We have lifted our market share in both home lending and household deposits. NAB has also won a number of industry awards this year, including Cannex’s Most Satisfied Customer Award.
“We recently announced that we would extend our offer to pay the $700 home loan exit fees for CommBank and Westpac customers until the end of financial year. We have seen a significant increase in the number of CommBank and Westpac customers that have switched to NAB to access its lower standard variable home loan rate – by 43% and 37% respectively, since NAB broke up with the other banks.
“We’ve also seen over a 70% increase in the number of new mortgage customers to NAB since we broke up with the other banks.
“The “Break up” campaign was a deliberate move by NAB to underpin these initiatives and encourage fairer and more competitive banking for Australians. Collectively these steps and positive results have made us unpopular with our peers. We see this as a mark of its success that will continue to pave the way for more competition in the banking marketplace.
“The only popularity we are looking for is with our customers, and we continue to listen to them and work hard to deliver the sort of banking Australians are really looking for with their personal banking, business and wealth needs.” says Hagger.
18 Comments
goodness me. More slo- mo, old music, theatre actor V.O, and that brown grade.
After all their recent technology f**k ups, I don’t imagine they are popular with anyone anymore, least of all their customers……..
Those suity looking guys look like they’re doing ok for themselves.
Might go and ask them for some advice.
NAB have NFI.
No matter how well it’s made, once you’ve seen this spot, you’ve seen it. Unfortunately this is not the sort of commercial you want to watch again and again and again and again. Yet I fear that’s exactly what we’re in for.
How many creative directors does it take to screw in a light bulb?
Jealousy is a curse my friends.
Yes, but they are still part of the club according to this spot. Just an unpopular part of the club.
Predictable average at best
i agree with 2:38
good performances though
come on you bitches – this is pretty good. Put down your handbags and admit this wipes the floor with the rest of the shite bank ads out there
Really? A bank releases this tvc the week profit results come out. Really? What a ridiculous proposition. The deceit repulses me!
I’d put money the break-up of this campaign will be when the RBA lifts rates and NAB pass the increase on to customers along with all the other banks… then we will see how genuine this break-up really is or that it’s advertising spin with no substance
overcooked
Yes, 10.33, the NAB will increase their rates along with every other bank, because they’re in the business of making profits, not losses.
Simple truth is, the margins between profits and losses in finance are tiny – fractions of a percent either way can mean millions. That’s why they hang on just a little longer before passing on reductions and are double quick at passing on increases.
NAB are no better or worse than any other Australian bank when it comes to this kind of thing. And generally our banks are much better than most in the world.
But that’s why the NAB’s campaign is a fraud. However, it has helped make them top of mind for a while, in a generally positive way (though the tech glitches would have hurt), so they’ll be happy for a while up at head office.
It always surprises me people make comments based on the the banks following up on advertising promises. Since when did any advertising really tell the full story, is coke really “it”? or is one moisturizer any better than another? or are any of the million versions of toothpaste products any different from each other? Remember kiddies we are in the business of creating an image, whether its true or not.
Feels all too smug. I can’t say I like it. Perhaps the others will have a different approach.
Don’t mind it, but it goes on way too long.
Awesome awesome awesome awesome. A masterstroke, following an awesome phase one. I’m following this from WA and I loving it. As usual, most people cant see past their egos, to acknowledge brilliant, clever, insightful work when they see it. Well done Clems.