Following the launch of NAB’s new brand promise ‘More than money’ in July last year, Clemenger BBDO Melbourne has launched more work to support it by demonstrating how the major bank is committed to understanding what’s important to its customers.
The series of TVCs ask viewers to participate in an experiment of looking at the last five photos on their camera roll.
By doing this, NAB wants to remind people about what they value more than money – which could be anything from moments with family, enjoying a hobby or time with a pet.
NAB chief marketing officer Andrew Knott said the latest campaign is a great way of showing that the bank understands that its customers need to feel valued and supported.
“Our latest brand campaign does a brilliant job at prompting people to reflect on what is important in their lives,” he said.
“It is by understanding what is important to our customers that ensures we can help them get to where they want to go.”
Clemenger BBDO creative chairman James McGrath said the campaign is an exciting demonstration of more than money.
“Following launch last year, we are proud as NAB’s communications partner to create such an engaging campaign that really shows commitment from NAB for their new brand promise,” he said.
“This isn’t just a campaign, but brand body language.”
The campaign rolled out nationally through TV, digital, social and outdoor media channels on Sunday.