Project Overview
This was a retail campaign developed for NAB that targets split banking customers, encouraging them to re-think their promiscuous banking behaviour and to consolidate their banking with NAB. The campaign idea, developed by Clemenger BBDO Melbourne, tapped into the insight that by having accounts with multiple financial institutions Australians were making their banking more difficult and confusing than it needed to be. This lead to the idea of “Multiple Bank Disorder”. We were asked to help visualize this idea using NAB’s flexible identity system.
Project Commissioner
Project Creator
Team
Melissa Dale - Group Account Director;
Aimee Crowley - Account Manager
Simon Wright - Creative Director;
Martin Hopkins - Design Director;
Sue Whitlam - Designer
Language - XXVI;
David Ing, Darlene Ward - Finished Artwork
Project Brief
We were briefed to develop a consistent campaign look and feel for various “multiple banking disorder” messages. The campaign needed to address the customer insight around multiple bank confusion but also a series of “solution” based messages. It also needed to be relevant for both retail and business customers.
Project Need
NAB has a bold, fresh, confident brand identity that has a number of flexible elements within it to allow for different campaign needs. We developed a unique illustration style that could flex to suit the various audiences that this campaign was targeting, and accommodate a variety of different messages. The illustration and campaign theme needed to flex to a retail and business audience. It needed to create impact in both the retail branch and in outdoor advertising.
Design Challenge
There were multiple topics to accommodate and photography was going to be a costly and time intensive solution. We needed to consider a simple, bold but engaging graphic style that could talk to multiple topics and work across a range of mediums, including outdoor. We also needed to ensure the communication looked like it was coming from a bank, and not a medical surgery!
Sustainability
In 2010 NAB became the first bank in Australia to achieve carbon neutrality. Since then they have set themselves challenging targets to achieve and maintain as part of a much wider environmental agenda. In 2011 United National Association of Aust World Environment Day Awards for Sustainability Leadership (Large Organisation). NAB’s commitment to the environment and sustainability can be found online at:
http://www.nab.com.au/wps/wcm/connect/nab/nab/home/About_Us/7/5/
Advertising - POS
This award celebrates creative and innovative design for visual communication intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, audience engagement and message delivery.
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