CB Exclusive – NAB promises no one is locked in to its home loans with new campaign launching tonight via Clemenger BBDO, Melbourne
CB Exclusive – (Updated) Clemenger BBDO, Melbourne will launch a new campaign tonight for NAB, arguing that no one should be locked in, either in a job interview or house inspection – or by a home loan.
The online component features two 150 second web films while 30 second cut-downs will air tonight on free to air.
The spots were directed by The Glue Society via content production company Will O’Rourke.
Unlike the other banks, NAB has actually ‘set their customers free’ by abolishing early exit fees for all customers and over half of other home loan fees. They also have had the lowest standard variable home loan rate of the major banks over two years.
Says Sally Bruce, NAB General Manager, Mortgages: “Recent research tells us 82% of mortgagees say banks have no right to make it difficult for customers to change to another mortgage provider. No-one wants to feel locked into their home loan and with NAB they don’t have to.”
To illustrate this point and show the true value of freedom, Clemenger BBDO Melbourne created two scenarios. In each scenario, people walk into an odd situation that they quickly realise they can’t leave. From there, things begin to escalate.
‘Job Interview’ is a mock interview situation with an over-enthusiastic boss, while ‘Open House’ is staged during a typical house inspection. In each, unsuspecting people are lured in and their reactions captured by hidden cameras.
Says Ant Keogh, ECD of Clemenger BBDO Melbourne: “We soon realised that the idea of freedom becomes much more tangible the moment you take it away.”
The two long-format films can now be viewed online www.nab.com.au/freedom. Individual scenes have also been used to create television commercials, which will be aired nationally from today.
Executive Creative Director – Ant Keogh
Creative Directors – Julian Schreiber and Tom Martin
Creatives – Simon Bagnasco and Ben Keenan
Account Management Team – Simon Lamplough, Andrew Drougas, Josh Comer, Marty Kane, Tanya Green
Executive Producer – Sonia von Bibra
Clients – Sandra de Castro, Chief Marketing Officer; Andrew Wynne, GM, Consumer Marketing; Dimitra Fourtzis, Head of Marketing, Mortgages & Customer Retention; Sarah McGuinness, Marketing Manager, Mortgages & Customer Retention; Clodagh Denley, Campaign Manager, Mortgages & Customer Retention
Director – The Glue Society, Will O’Rourke
Designer – Aaron Krothers
DoP/Cinematographer – Tov Belling
Editor – Dan Lee, The Editors
Flame Artist – Viv Baker, Digital Pictures
Music Production Company – Level Two Music, Negotiations
Post Production Company Online – Digital Pictures
Post Production Company Offline edits – The Editors/Digital Pictures
Executive Producer – Michael Ritchie
Producer – Ian Iveson
Production Company – Will O’Rourke
Sound Designer/Engineer – Paul LeCouter, Flagstaff
Sound House – Flagstaff
Casting – Peta Einberg Casting
20 Comments
Nice one boys.
So fake.
Good stuff.
Only watched the job interview but it was pretty good. Surprised.
These had me in stitches. Loved it. thank you.
good one,
I think the UN should be banning ad agency made “content” as a form of torture.
Are these meant to be experiential – you feel as trapped as the characters – being bored to death
Great work Simon and Ben
More nice stuff from the Clems boys on NAB. Turned that bit of business into a winner. Hats off
Nice one Ben.
Imagine going for an interview, and then ending up here. I’m really sorry, awards or otherwise this may be great but for me, NAB seem like a bunch of cocks for setting this up.
Thats a salient point Darren L. Yet again it reinforces how banks are cxnts and treat people like rubbish. Such a fragile state of unemployment, so cruel to raise people’s hopes then destroy them.
Jesus guys, use your brains.
If these were really using unsuspecting members of the public, captured on small hidden cameras, there’d hardly be a casting agent and a cinematographer in the credits now would there?
Full marks to Clems for these, they’re really nice. But anyone who’s ever been anywhere near a set should be able to tell they’re not completely Kosher.
… added to which, “Think…”, even if the casting agent was only used for the interviewer, I’ll bet the interviewees were each paid for their afternoon. Which is a lot more than you get out of most unsuccessful job interviews.
Love this.
Nice one Ben and Baggers!
The chaser just turned in their grave.
nice..but kind of feel like they’re not really from today with no i phones etc on hand
Love it. Knocked out of the park again. No confusion, just very very funny.
Real? Fake? Who cares. Good insight well executed. Job done.