How NAB's 'break-up' changed banking in a single day

This campaign aimed to challenge the view, widely held among Australians, that the nation's large banks operate as a cartel.

How NAB's ‘break-up’ changed banking in a single day

Agency: Clemenger BBDO, Melbourne

Advertiser: NAB

Author: Paul Rees-Jones

Total Campaign Expenditure: $5-10 million

STRATEGIC COMMUNICATIONS CHALLENGE

Australians have always believed their four biggest banks, Commonwealth, ANZ, Westapc and NAB, work together fixing fees and eliminating competition. This perceived collusion goes to the heart of the well-worn catchcry “All banks are bastards” or at the very least seeing them as out of touch and arrogant. NAB, like the other banks, needed to address this perception but unlike their competition, decided to do so by challenging the status...

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