Business customers star in new NAB campaign

8 May 2017

Advertiser: National Australia Bank

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NAB's latest campaign brings to life the story of swimwear company AussieBum and other customers.

A new NAB brand campaign aims to demonstrate the trials and tribulations of successful Australian businesses.

The campaign takes a look at real life stories and people behind NAB customer businesses.

It begins with stories about Sydney-based swimwear brand AussieBum and its defining moment of selling into overseas markets to expand online sales capability.

The second video in the series is about the growth journey of Patriot Campers, predicated by a passion for off-road quality camper trailers and a great idea to make it a business.

The campaign was developed in partnership with creative agency The Bridge Melbourne and directed by Dogboy duo Ant Alekna and Matthew McCaughey.

NAB executive general manager of marketing Andrew Knott says the new brand campaign is unusual in its focus on customers.

“We know from speaking to our customers that success isn’t just about money. It is about those moments that remind them why they are working so hard,” he says.

“It might be winning a big account, overcoming a set back or a grateful smile from a customer, and we know business owners tell their stories best, so we’ve created space for them to do that with our new campaign.”

The Bridge managing director and creative director John Fuhr adds: “I’d think anyone who knows how business works, will find it compelling to actually see how legitimate that claim is. NAB tasked us to show the reality of business, and the moments of both promise and peril that any businessperson will relate to.”

Along with TV, the new brand campaign will also be seen in digital, outdoor, radio, social, and in-branch executions.

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