NAB comes out fighting with marketing dig at ‘one-trick pony’ rivals
National Australia Bank (NAB) has come out fighting in its latest marketing push, taking aim at rivals for being “one trick ponies” with their home loans.
The combative stance in the new print and digital ads comes in the week that competition intensified over fixed rate mortgages, which were cut this week by Commonwealth Bank, NAB and Westpac. Clemenger BBDO Melbourne created the campaign.
The bank carried the message ‘More lowest all-round, Less one-trick pony’, in a dig at competitors who NAB claimed were making only “sporadic” changes, and comes after Commbank launched a substantial marketing drive with its own press campaign on Wednesday promising the “lowest five year fixed rate home loan in the market”.
General manager consumer marketing for NAB Kevin Ramsdale told Mumbrella the campaign will be in market “for a while”.
Possibly the worst ad I’ve ever seen on TV is the NAB ad for business banking with the tag line about the ship in the ocean or whatever it is. Poorly written, poorly acted and just plain infuriating. What’s with bad bank ads? ANZ mentalist campaign also comes to mind
Isn’t this the same concept as Nissan’s recent TV ads for the Pulsar?
So we get a press release every time NAB do an ad? Is that because they do so little these days?