NAB and Clemenger BBDO Melbourne today launched More than Money, the bank’s first whole-brand refresh in six years. The advertising will run across TV, online, out-of-home, digital, social media and in-branch.
Andrew Knott, CMO, NAB, said the new brand promise is an important shift in how the bank is delivering for customers.
“More than Money is about really understanding and supporting our customers during the big and small moments in life, and helping them by making banking easy and more personal” he said.
“We are a company with a clear strategy, and we are delivering on that strategy. More than Money is a move forward for NAB; it is the right brand promise for this moment in our history,” he said.
The first More than Money campaign centres on emotional drivers of people against rational facts about money. The campaign launches with two TV commercials that demonstrate that while money is important, life and business are about more than that.
One commercial uses home movie footage following a young woman’s life from birth right through to adulthood. The second follows a NAB Business customer from its start-up days through to international launch, again using real footage of the founders.
“More than Money is deeply embedded in the bank’s focus on making the complicated simple for our customers, being a bank that customers can count on and having a positive impact on people,” said Michael Nearhos, General Manager Brand and Products Marketing, NAB.
Clemenger BBDO creative chairman James McGrath, said this campaign builds on NAB’s history of taking its brand in bold directions.
“We know that a brand message that reflects the belief of an organisation and its people can have a huge impact,” he said. “As NAB’s communications partner, we feel that the very rhythm of this campaign mimics the body language of the bank and vice versa. It’s a secret weapon for NAB.”
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