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NAB’s latest ad campaign – getting nasty?

Originally NAB came up with a brilliant campaign to differentiate themselves from the other mainstream banks in Australia with a campaign calledThe Breakup.

I really liked it, but they haven’t really followed it through as their next campaign was good, but completely unrelated to The Breakup

This one was all about trying to get a viral campaign going thorugh using honesty as a theme.

Having said that, their Breakup website does reinforce the theme and message.

Honest NAB

So I’ll be interested to see what their latest campaign’s impact is, when it premiers on Monday.

It’s theme is Being Lockedin, and targets mortgages specifically where, once taken, they’re very hard to break out of.

This is illustrated by the first of two ads, where first time buyers are shown what it’s like to be locked in …

… literally. 

It seems a bit nasty and miserable, but nowhere near as nasty as the creepy sensation you get as watch the other ad, called The Job Interview.

I get the message with these two ads, but wonder whether folks might find them a bit too creepy to want to see a bank that literally locks them in, even though they’re trying to send the opposite message.

We’ll see. 


About Chris M Skinner

Chris M Skinner
Chris Skinner is best known as an independent commentator on the financial markets through his blog, TheFinanser.com, as author of the bestselling book Digital Bank, and Chair of the European networking forum the Financial Services Club. He has been voted one of the most influential people in banking by The Financial Brand (as well as one of the best blogs), a FinTech Titan (Next Bank), one of the Fintech Leaders you need to follow (City AM, Deluxe and Jax Finance), as well as one of the Top 40 most influential people in financial technology by the Wall Street Journal’s Financial News. To learn more click here...

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