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 15,000 people came into the market compared to the previous year, and 70% of these were incremental applications for NAB.

2. INTRODUCTION