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...