07 October 2013
National Australia Bank (NAB) has launched a major new brand campaign reinforcing its differentiation in the market and its leadership position in making banking fairer for all Australians.
For more than four years, NAB has transformed its relationship with its customers, cutting fees, providing access to credit to business during the GFC, maintaining the lowest standard variable rate of all the majors for more than four years.
This new campaign uses iconic hero and villain pop-culture characters to highlight NAB’s More Give, Less Take and leverages NAB’s track record of doing the right thing by our customers and our ongoing commitment to delivering more of the good and less of the bad in banking.
Gavin Slater, Group Executive Personal Banking said: “Four years ago at NAB, we decided to take a stand and change our relationship with our customers – by abolishing over the limit fees, account keeping fees and dishonour fees. And as a result our customers have saved up to $2784 each because of the changes we’ve made, including abolishing fees and remaining competitive on rates.
“We started a movement to make banking fairer and everyone at NAB is proud we’ve led the industry with our fairer banking approach. Our track record of giving more and taking less speaks for itself. No other bank has done more for competition and more for customers than NAB.
“This new campaign reinforces our commitment to doing the right thing by our customers and giving them more, not less.
Mr Slater said NAB was reinforcing its commitment to providing customers with fair value.
“More give, less take is a big part of our strategy and will continue to drive the decisions we make because it’s good for customers and good for business,” he said.
“We’ve changed the game and we will continue to put our customers at the centre of our decisions to deliver more give, and less take.”
The campaign launched with a series of Facebook and Twitter posts creating intrigue through cryptic clues and the overall theme of the campaign. Large scale media will bring the ‘more of the good and less of the bad’ promise to life through TV, press, outdoor and digital advertising.
NAB will also continue its “un-bank-like” communications by unveiling a series of giant art installations at key head office locations in keeping with the campaign theme.
For further information: Media Mark Alexander M: +61 (0) 412 171 447 Dianne Sarantakos M: +61 (0) 416 577 937