NAB repositions with new ‘More than Money’ campaign via Clemenger BBDO, Melbourne
NAB and Clemenger BBDO Melbourne has launched ‘More than Money’, the bank’s first whole-brand refresh in six years. It is a major step forward for the bank, showcasing that NAB knows customers need to feel valued and supported.
The first More than Money campaign centres on emotional drivers of people against rational facts about money. The campaign launches with two TV commercials that demonstrate that while money is important, life and business are about more than that.
One commercial uses home movie footage following a young woman’s life from birth right through to adulthood. The second follows a NAB Business customer from its start-up days through to international launch, again using real footage of the founders.
Andrew Knott, Chief Marketing Officer, NAB, said the new brand promise is an important shift in how the bank is delivering for customers: “More than Money is about really understanding and supporting our customers during the big and small moments in life, and helping them by making banking easy and more personal.
“We are a company with a clear strategy, and we are delivering on that strategy. More than Money is a move forward for NAB; it is the right brand promise for this moment in our history.”
![MTM 2. USE OR SHARING OF IMAGES STRICTLY EMBARGOED UNITL 16.00 EST 10.07.16[1].jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2016/07/04201700/MTM202.20USE20OR20SHARING20OF20IMAGES20STRICTLY20EMBARGOED20UNITL2016.0020EST2010.07.165B15D.jpg)
“More than Money is deeply embedded in the bank’s focus on making the complicated simple for our customers, being a bank that customers can count on and having a positive impact on people,” adds Michael Nearhos, General Manager Brand and Products Marketing, NAB.
Clemenger BBDO creative chairman James McGrath, said this campaign builds on NAB’s history of taking its brand in bold directions: “We know that a brand message that reflects the belief of an organisation and its people can have a huge impact, As NAB’s communications partner, we feel that the very rhythm of this campaign mimics the body language of the bank and vice versa. It’s a secret weapon for NAB.”
More Than Money advertising will run across TV, online, out-of-home, digital, social media and in-branch.
NAB is also taking a user-centric approach, harnessing the power of digital and social platforms to amplify the More than Money message. This includes: Short form, shareable, content across social media platforms; Online video content bringing to life the new brand promise with stories featuring inspiring people, demonstrating how NAB understands and supports them; Creative integration across nab.com.au, internet banking and affiliated websites.
Agency: Clemenger BBDO Melbourne
Production company: Revolver
Director: Steve Rogers
Executive Producer: Pip Smart
Post production Offline: Arc
Editor: Simon Price
Producer: Joseph Perkins
Post Production online: ALTVFX
39 Comments
Congrats to Clems and NAB for completely f*cking this up.
How do you go from Break Up to this?
Pitch time.
…Or does this feel like a carbon copy of the Google ad from a few years ago, replacing email subjects with a banking voice over. Also… what does it say about NAB? Am I supposed to now consider them because they make me feel warm & fuzzy? Good luck…
Clems is done.
This is vapid dross inspired the weakest of insights, which cannot be supported by the bank or its services.
Clueless.
Can’t wait to see how it comes to life in their retail ads
What the F@#ck?????
NAB – (Verb: Informal To seize (a fugitive or wrongdoer); arrest. Informal To grab; snatch.), All they want is to get you drowning in debt for the next 100yrs and then foreclose on you when your 1c short on payment!!!!
Banks are like politicians, they don’t give a hoot about YOU!
Vomit.
Lead suit on the business has just jumped ship too. I’d probably have jumped if I’d been responsible for this rubbish. Jump before you get pushed.
Well, no need to add my comment then.
Correlating money with life and using emotion to sell is not a new idea, and never will be. It’s a logical place to look creatively.
However when you use this turf you need to bring it on strong.
So far I’m seeing an ad re-booted from the below link as someone has already mentioned:
https://www.youtube.com/watch?v=R4vkVHijdQk
That said, I’m not quite with the naysayers yet. I want to see where it goes
Hopefully you guys can round it out on consecutive executions, and add a bit more meaning to the whole thing.
All the best guys.
Oh my – and it is not even real. Thought at least they would do the research and find a real family, with real family footage – but no – they got Steve Rogers to cod it all up. The insincerity know no bounds
If she was born in Australia in 1990 weight and length would be in metrics – but am I missing something – is all this meant to be in the US – is that the Rockafeller Centre NYC at the end.
They all say it – “we live in your world”, “for the makers”, “supporting Australia” – banks need to do it too. Let’s see if the “Can”.
I can’t believe you ripped me off and filmed this poor girl’s life for the past 26 years. And all for a worthless bank ad. Did she know? This is shocking.
I’m an ad guy, and I’m struggling to understand what the brand promise is when they say ‘more than money’. I don’t know how joe punter is going to make head or tail of these, although I expect they tested the bejesus out of it.
In terms of emotion, it’s nice. It is. And maybe that’s what counts these days. Maybe people think things like I like their ad, it made me feel nice, they must be nice, I think I’ll switch banks because I don’t feel like my bank is as nice as this one, because they don’t show home movies, and home movies tell me that they get me, because I make home movies too.
But to be honest, I don’t want my bank to be more than money. I want it to be just about money. And very good at it. Isn’t there some adage about ‘beware of line extension’ or ‘do one thing well’ or something like that? Bendigo is bigger than a bank, NAB is more than money. What’s wrong with banks? Or money?
This campaign makes me feel like if you asked to apply for a credit card they’d give you a hug and a scotch finger biscuit and ask lots of open ended questions. But I don’t want a hug or a biscuit. And I don’t want to share my life with you. I want you to stay the fuck away from my hopes and dreams. Just mind my money.
…there are no names from the creative department amongst the credits?
Clems is over.
I started skipping through that one. Couldn’t be bothered watching it.
This is purely guesswork on my part, but I reckon this is what’s happened.
The voice-over is an existing soundbite taken from somewhere else/or was meant to sound like it was.
The bit about ‘no return on your investment’ was supposed to sound outrageous/wrong and the More Than Money theme was supposed to be a ‘rebuttal’ of that thought.
In other words, the ad sounded like it was about not getting ‘a return on your investment’ in your child’s education etc., and NAB were trying to say that’s everything they DON’T stand for.
Unfortunately, it came off as sounding as if the bank did support the voice-over’s ugly ‘no return on investment’ assertion.
So, maybe a quick re-edit, or super somewhere might help make the communication a bit clearer.
As for it being ‘over’ for Clems – I doubt it.
That 1970 Crocker bank wedding ad is a gift that keeps on giving.
For those new to advertising, here’s the link: https://youtu.be/TVGmdwHTP1I
I cannot see why people are blaming Clems for this.
This is purely the fault of NABs marketing department, they are the ones that have the last say, it’s their heads that should be on the block here and the ones who should take full responsibility. (I know it’s pretty hard for a marketing department to do that).
Nice mic drop Karen Carpenter.
I was thinking the same thing, the big difference however, is I believe Crocker bank, but as a NAB customer, I can’t help but imagine Mr Burns laughing in the background as the bank execs signed this one off.
Clems haven’t needed to blame the client historically so why now? The lead suits need to take a long hard look at themselves too. They’ve let this happen.
Clems isn’t over. But in 6 months their relationship with NAB will be.
Whoa….ladies…gentlemen….
it’s obvious….it might be boring…it might be whatever….
End of the day this campaign will work on the everyday borrower/consumer.
Want to refinance or take a bigger loan? Sure! There’s More to Life Than Money.
$$$$
Banks put money out there to make more money….what’s wrong with being greedy?
If you think banks are in business to NOT make a profit, you need a reality check.
NAB latest ad. Really? What’s the point and the target market? I am along with my wife a famity of 5. No stinting on kids education for their first 12 years of schooling, music lessons, sporting activities and health care. Why not pick your average family if you want to engage your market. Absolutely wrong call by Clemminger,sic. Mike
Stop blaming Clems, they’re no different to agencies that have clients that don’t listen to them. Andrew Knott and the NAB Brand team should be ashamed – they’re destroying what little equity the bank had with the wider community, and missing the point completely about what customers and the wider community want from a bank.
NAB insiders said Andrew spent many weeks pouring over the details of this campaign, and unfortunately the end-result shows he may know fast food retailing, but he has NFI when it comes to any other category. What’s the point of having ‘C’ in his CMO title?
I hope this campaign goes down in NAB history as one of their worst, and they learn from it.
BoM
Calm down. It’s not that gross.
These comments above are obviously of those who are desperate to win the business from Clem’s.
Clem’s are a power house. Deal with it.
The business ain’t going anywhere.
Love the ones you’re with.
Target market is Asian money, of course.
Really curious who’s the voice-over actor doing the V/O? Sounds super familiar but can’t put my finger on it. Any ideas?
How funny is this add? One of the most greedy capitalist organisations we know trying to pass themselves off as not driven by money when that is all they live for. Just how stupid do you think the public are? Gives me a laugh ever time I see it, wankers!!
I too am curious who the voice over for the commercial is, if anyone know by fact let me know!
Wow and I thought the breakup campaign was bad (it intimated market collusion – but that’s ok because we’re not doing it anymore, honest).
NAB think they’re being edgy with this ad. It’s trying to be clever but it’s a a big arse bank trying to pull heartstrings, so it can only ever be cringeworthy at best.
Side note: on mute, the ad looks like a sad plea for a missing person.
I really think this ad needs to be taken down as a parent its offensive the message pretty much says having a child is a bad thing. Please remove the ad!
NAB is a horrible bank and this is a horrible ad. I hate seeing it every time it comes on. I don’t care about this person or the various stages in her life and the horrific final image of squinty eyes, a mouth jam packed full of teeth surounded by a fat face just leaves me wretching.
The whole voiceover makes me ill as I haven’t decided to have a demonic looking baby at all, so leave me out of it.
It’s a soppy, disgusting ad from an equally disgusting bank.
This ad is horrible. As a low income earner, having the facts shoved in your face about the cost of raising a single child is downright depressing, but that’s okay, just sell your soul to us(NAB) and you can have your temporary dream which I can only imagine would turn away many potential customers.
I think the add is trying to “prime” the public for the future where there will be one card or number that you will be using for everything including Medicare, banking, and licensed in addition to much more. The other add using the phrase.. quoting because we are human is priming people to take it to the next level … using our bodies via a chip or embedded number to do all of it. Just a prediction. So if you want to be tagged… it’s on it’s way!!!!
OK the add is rubbish – and seeing it for the 50th time already in the AFL Sydney vs Giants game I too want to know:
Who is the guy doing the voice over??
who sings the nab song leave a light
This is the most stupid add l have ever seen, “please explaine” what it means.
I find the NAB add so frustrating and insulting.