NAB urges customers to switch from the big bank bad behaviour in new ‘They’ll never change’ campaign via Clemenger BBDO, Melbourne

This week sees the roll-out of NAB’s latest advertising campaign, titled They’ll never change, via agency Clemenger BBDO, Melbourne.

Over the last two years, NAB has reinvented its business by embarking on a much publicised ‘Fair Value Agenda’. They’ve launched initiative after initiative, all of which have been designed to offer their customers – and Australia as a whole – a better and fairer deal. They’ve abolished account keeping fees, abolished overdrawn fees, abolished credit card over-limit fees, abolished mortgage exit fees, and most impressively, recently committed to having the lowest standard variable rate of the major banks for the third year in a row.

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The point of the new campaign is to contrast all these changes with the distinct lack of change that NAB’s competitors are offering. To highlight that while NAB has been doing the right thing by their customers, the other big banks have continued to be decidedly inactive with theirs. In fact, instead of following NAB’s lead in making changes, they’ve resorted to making excuses.

“What’s perhaps a little scary is just how familiar these conversations feel,” says Clemenger BBDO Melbourne ECD Ant Keogh. “This campaign treads somewhere between it’s -funny-because-it’s-true and it’s-terrifying-because-it’s-true. And that’s what we think will motivate even more people to change to NAB.”

The TV aspect of this campaign is led by a 45″ brand ad and three 30″ product ads. These will be supported by radio, online, large format outdoor and print media that actually names the other banks, to really confront the opposition and their inaction.

ECD: Ant Keogh

Editor: Bernard Garry – The Editors