Integrating the NAB App and digital platforms.
NAB is celebrating customers as the stars of their own stories in a campaign via TBWA and Mindshare.
The campaign integrated the NAB App and digital platforms.
NAB chief marketing officer Natalie Lockwood said the campaign is a commitment to customers.
“Our purpose is to back the optimism and ambition of our customers,” Lockwood said.
“‘Your Partner for Every Stage’ brings that to life in a way that’s honest, real and recognisable to millions of Australians.”
“Life doesn’t move in straight lines. Plans change, goals evolve, and support matters more than ever.
“This campaign reflects our commitment to stand beside our customers, not just at the big moments, but through every stage that shapes what matters most.”
As confidence in the sector improves and NAB enters the nation’s top 20 most trusted brands, Australians are rewarding banks that demonstrate stability, consistency and long-term commitment, according to trust data from Roy Morgan.
“We set out to create a campaign that feels unmistakably NAB; grounded, insightful and built around real partnership,” said TBWA executive creative director, Matt Stoddart.
“Using the stage metaphor allowed us to show the many roles a banker plays in a customer’s world.
“It’s a creative idea with longevity: scalable across channels, and true to the brand’s DNA.”
Additional campaign elements will launch in the coming months and will appear across television and streaming, BVOD, YouTube, social and digital platforms, cinema and integrated content environments.
Out-of-home placements include airports, major transit hubs and large-format sites such as Bolte Bridge and Glebe Silos.
“As a long-term partner of NAB, our team couldn’t be more excited to see our shared work live and in market,” said Mindshare national CEO Maria Grivas.
“Our brief at Mindshare was to deliver a high-impact launch through media, integrating brand and product holistically for stronger results across the Enterprise.”
CREDITS
Client: NAB
Chief Marketing Officer: Natalie Lockwood
Executive Business and Private Bank Marketing: Elly Bloom
Executive Personal Bank Marketing, Acting: Kay Pawson
Head of Group Brand, Acting: Susanna Hondrokostas
Creative Agency: TBWA
Chief Creative Officer: Paul Reardon
Executive Creative Director: Matt Stoddart
Creatives: Ben Ryding, Claudia Sarosiek
Managing Director: Ricci Meldrum
Senior Client Partner: Sarah Tukua
Senior Business Directors: Jade Mittermair, Sarah Cox
Business Director: Nicola Draschl
Senior Business Manager: Sophie Ford
Business Managers: Primrose Laurie, Anita Condello
Chief Strategy Officer: Elly Liley
Planning Director: Zac Martin
Head Content Producer: Joel Morgan
Senior Producer: Melina Flood
Producer: Alana Taylor
Design Lead: Caitlin Gmehling
AV Production:
Production House: Sweetshop
Director: Beatrice Pegard
Post Production: ARC
Sound: Rumble
Photography + POV Content:
Production House: TRUCE
Director: Jess Bohier
Content Director: Alana Taylor
Retouching + 3D: Visual Thing
Retouching: Kyle Black
Content Colour Grade: Crayon
Sound: Rumble
Media: Mindshare
Managing Director: Chris Solomon
Managing Partner: Tess Eastcott
Client Partner: Mark Tzintzis
Chief Product Officer: Gavin Gibson
Group Strategy Director: Dom Dipple
Head of Planning: Laura Fell
Group Planning Director: Alex Fleming
Group Investment Director: Leah Armstrong
Implementation & Activation Directors and Associates:
Leah Moriarty, Derya Parbo, Marcus Perham, Autumn Martin,
Lachlan Davis, Santosh Saran, Chris Mizeracki
