NAB: Breathing Space

Discovering that that many of its targeted customers were happy living with debt, but simply needed a way to feel in control of it, NAB launched a campaign offering prospects "breathing space." A simple mailer delivered the message that debt consolidation through a credit card or loan could offer greater breathing space, and was accompanied by a chamomile tea bag.

NAB: Breathing Space

Clemenger Proximity

ENTRY INFORMATION

Category: Financial Products and ServicesCountry where program ran: AustraliaDate program started/ended: 19th December 2007 - 31st March 2008

Product Description: NAB is Australia's largest bank with a suite of credit card and personal loan products tailored to the Australian consumer.

Advertiser/Client Name: NABMedia Channels: DirectMailPrintDRTVWeb AdvertisingWebsite: www.digitalwork.com.au/breathing_space/breathing_space_01.html

STRATEGY

Marketplace Challenge:

The credit card and personal loan market place is highly competitive, and success is largely dependent on exposure and cut-through at critical times. These critical periods have been shifting...

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