National Australia Bank - NAB Breathing Space - a little cloud of respite

How does a bank get people to acknowledge a problem they would rather ignore – personal debt? By understanding that debt is deeply personal and sometimes too hard to confront, the campaign embraced the simple idea 'Enjoy some Breathing Space'.

National Australia Bank – NAB Breathing Space – a little cloud of respite

Agency: Clemenger Proximity/Clemenger BBDO Melbourne

1. EXECUTIVE SUMMARY

How does a bank get people to acknowledge a problem they would rather ignore? PERSONAL DEBT.

By understanding that debt is deeply personal and sometimes too hard to confront, we introduced the simple idea of 'Enjoy some Breathing Space'. By connecting with the audience in this emotional way, NAB was able to help people first recognise their problem and then help them do something about it.

The campaign was an outstanding success – during the campaign period a further...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands