nabtrade: Fortune favours the well informed.

Hristos Varouhas

This case study describes a launch campaign by nabtrade, a financial trading challenger brand in Australia, which broke from category norms by adopting a playful tone and positioning competitors' experience as outdated.

nabtrade: Fortune favours the well informed.

Campaign details

Agency: Whybin\TBWA SydneyAdvertiser: nabtradeAuthor: Hristos Varouhas

Executive summary

This is a classic case of David versus Goliath.

CommSec, with 53% market share was the dominant online share-trading platform. In comparison, nabtrade's market share was just 3.9%, that is 14 times less than CommSec.

As the fifth ranked player in a very competitive market nabtrade decided to take CommSec on and attempt to convince its user base (79% of whom were satisfied) that smarts – i.e. insights that help you make sound trading decisions – are far more...

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