Taking the changes to the customer

To support its Fair Value agenda, NAB undertook a new brand marketing campaign called “more give, less take” which essentially summed up the new Fair Value approach. The campaign aimed to acknowledge that banking needs to change and that NAB was prepared to lead the way. Through their new brand campaign, NAB continues to provide proof of “more give, less take” by listing examples of their commitment to change the face of banking. More give, less take is intended to be more than NAB’s tagline – it essentially sums up their new approach.

The marketing campaign featured three new television commercials and a number of other advertising channels including radio, outdoor and online. The campaign was designed to build NAB’s presence in the marketplace and tell the Bank’s story.

A series of print advertisements based on the “more give, less take” campaign were developed incorporating facts and statistics on what NAB is actually doing, demonstrating that NAB is delivering on its promises. For example, one advertisement provides statistics on the number of customers NAB has helped to keep their homes during financial difficulty, whilst another lists the various fees and charges that have been abolished. Each focuses on the adage that ‘actions speak louder than words’.

NAB also issued a number of press releases to ensure a consistent message was delivered on the fee changes through the media.