Golf balls, tennis balls and hot coals hurt NAB banker in ‘breakup’ campaign roll-out
The latest installment of the NAB breakup campaign, in which the bank is given the cold shoulder by its competitors, sees three short films added to the ‘Unpopular’ TV spot launched last week.
In one of the films, to be found on NAB’s website, rival banks lock the NAB banker in a sauna after chucking water on the hot coals.
The second, ‘target at tennis’, features a tennis game that gets rough.
These are great… so nice
God this stuff is lame. Not because it isn’t funny, but because so clearly treats people like idiots.
Obviously NAB is still on one of the big four. All they did was erase some piddly little home loan exit fee. Hardly a stake in the ground. Had they launched all this stuff by dropping their variable interest rate by 50 basis points then, maybe, they’d have something to say. And you know what, consumers know this. Read the blogs (not advertising) and it’s exactly what people are saying. They couldn’t give a toss for this campaign.
Ironically, it makes NAB look more like one of the big four than virtually anything else they could have done.
I think it’s quite clever from communications/ marketing side of things. Pretending to be isolated from all the other banks and advertising it -especially as they have done it, is likely to get them ‘Sorry votes’.
Most people will not realise that subconscious feeling of guilt while they are signing up with NAB. But I imagine that gets them the results they are after.
As for the ads themselves, I think the team did a great job. Simple, yet amusing!
Did you know Snowtown director Justin Kurzel directed this ad?
Over it. Sorry.
I agree lame.
Should be customers doing the stupid things to the bankers… ahhh i will re watch and think these are just people that didnt get their pay packets on time cause of NABs technical hitches with their online banking.
yeah much better.
Agree with the lame’s above.
Researching some personal loan rates last night and NAB was there alongside the other big4 with a comparison rate circa 14%. Which didn’t mean much until I found several credit unions in and around 9% and with no set up or on-going fees!
Broken up? Nah, same old cartel. So the nicely shot ads aren’t backed up at all when I get to their products. Is there a bigger more expensive way to fail?
Twitter on QandA is distracting
Big fan of Clems in Melbourne (sincerely).. but not sure they’ve thought this one through.
The (unconscious) take away for most punters will be that NAB are still part of an exclusive “club” where rich guys take saunas during the day (when most people are working or looking after their kids), golf and play tennis.
It’s like telling me that Goebbels was unpopular with Hitler, Himmler, Goering, and Mengele. He’s still a Nazi prick!
Very lame. Agree with Tim that it treats the viewing audience as idiots. Fine promoting the fact that you believe you are doing business in a different way, but it needs to be backed up with some substance and actual action. This has not been reflected in NAB’s day-to-day workings.
NAB has taken a position where they have imposed the following set of positions on themselves otherwise will lose all credibility:
– No Nab executives will ever be seen together at Expensive Restaurants, Sailing Boats, Exclusive Tennis Clubs, Exclusive Golf Clubs or Exclusive Functions. These are the domain of the other big banks and, NAB Executives are with the common man. Expect to see NAB executives at your under funded Tennis Club, Your $15 a round public golf club, your local RSL and your local $10 a dish Chinese Restaurant.
– NAB can never make any future hires of Senior or executive talent from the ranks of their big three bank rivals. These ads give the assumption that senior people working at the other big three banks are severely out of touch and being “shown up” by there talented NAB counterparts. NAB would not want to hire people from the other three big banks, which are being “shown up”.
This is the standard that NAB have set for themselves!
GYRE, I like the way you think. Good take out.
This has gone on too long and has now gone too far. What has NAB actually done for its customers apart from being a smartarse and starting some sort of one-company war against its competitors?
It started off well, had great execution….but you are now insulting people’s intelligence.
Time to kill it NAB.
someone seems to have taken all the scissors…
The other day a NAB ATM wanted to charge me 50 cents just to view my account balance. Not take any money out. That’s because I am not a NAB customer, but I am a customer of ANZ and Westpac. I didn’t think much of Barbara, and I don’t think the above “films” will be causing me to switch to NAB any time soon. Or those irritating signs in their branches that say that their tellers are listeners too. Does not seem like anyone at NAB is really listening. Just talking talking talking
Liz, its a dollar at the other atms….
These are good and NAB’s strategy seems sound to me. At least they stand for something and are bucking the category trend. Good on them for having a crack.
GYRE … and they all drive Camry’s … sure.
When the CEO’s pay-packet last year was $7.7m, and a Camry Altise is $34,400 drive away, he earns around one Camry per working day. No wonder they’re not liked.
Speaking to someone at NAB recently, results off the back of this campaign are very strong so I’d imagine this negativity within the industry isnt going to bother them too much. Agree though, when it comes to the big 4, it’s same sh!t, different logo! Not everyone out there is savvy enough to research banks though…
So all I take out is that they are still hanging at with the big banks and hence are still a big bank in a big bank club. I must be missing something here, this is getting worse!
I saw a mate out on Saturday night, who works at a major bank who is going for a job at NAB. I told him I was suprissed that NAB were even speaking to him because NAB claim through their advertising that they are “showing up” their major bank rivals.
Why is even NAB speaking to people who work at the other major three banks, about comming on board at NAB. As a customer I don’t want NAB being infected by bankers from other major institutions that are “being shown up” by the talanted NAB team and who are so out of touch with the common man.
I told the guy to get out of the Sauna and take a long hard look at himself.
Simple stuff, emotional, pretty clear, well shot, amusing, human, etc, etc.
Seems to me that they’re delivering (in communications terms I mean: I have no idea about the product) what the CBA tried to do with their 100% daft and badly executed DETERMINED TO BE DIFFERENT campaign.
I like it.
I find the boat ad the strangest why they all start running about and getting on their phones when the nab do something can’t even remember. That doesn’t seem like a normal reaction I would be like whatever dude pass me another beer.
Also that sauna scene seemed super gay anyway.