Intrigued, and wondering why on earth a bank was posting about budgie smugglers, I clicked the link and was taken to this image:
Still not quite understanding the point NAB was trying to make, I scrolled down below this picture to find three different quirky facts about the swimwear industry in Australia, and a link saying 'share your story'. Upon doing so the reader is taken to another page entitled "We See Australian Business", and below this a short form that Aussie businesses can fill out, giving them a chance to say why their business is unique or special. You can then read some examples of what some businesses have said and what their best piece of business advice is for other companies or individuals out there.
Essentially, NAB is trying to be personable, and give Australian businesses (not just NAB customers) the chance to express why their business is special or successful, or both. The accompanying tv advertisement is essentially all about how they 'see' and value all Australian businesses, no matter how big or small. You can view that here:
I'd love to know what you all think of this latest campaign. I'm guessing it's aimed at competing against ANZ's 'We Live in Your World' campaign, which tries to take a similar, personable approach, as though these banks are just typical Australian businesses facing the same ups and downs that all the other businesses out there are facing, and that NAB understands the value of Australian businesses.
What do you all think of this campaign? Is it good to see the banks doing something different with their campaigns? Or is it all just glossy PR?
I like it! Seeing more businesses, and especially banks, moving away from using social media as just a space where they can push the same old ads about cards and accounts is very refreshing. This type of ad would definitely grab my attention more than simply stating how good their new savings account was.
ReplyDeleteI think they did succeed with the campaign, it grabbed your attention and made me go a check out their Facebook page even though I'm with CBA..
I think that NAB have received too much flack about their new marketing strategies. But to me, they appear to have gone back to the basics of marketing and are finally engaging their customers....
ReplyDeleteIronic considering that banking is such a personal experience...
It definitely is a witty campaign and is grabs the attention of their customers. I dont think its glossy PR but rather that they are actually daring to be different.