Effies
Australia
How NAB made more cents out of ‘More Than Money’
Agency
TBWA\Australia & Mindshare
Client
NAB
Awards
Finalist
Long-Term Effects - Services/Retail
Case Study
Summary
In a category where four banks blur into one, NAB once broke free by standing for ‘More Than Money’. Then everyone copied it. As the world grew wilder with post-COVID uncertainty, a cost-of-living crisis, and a tsunami of scams – NAB needed to reinvent to be distinctive, while also staying relevant. So we rebuilt the platform, over 44 months, through three connected campaigns. We redefined More Than Money to meet Australians exactly where they were - hopeful, then anxious, then under attack.
Case study
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Credits
| Zac Martin | Group Planning Director | TBWA |
| Eloise Liley | Chief Strategy Officer | TBWA |
| Virginia Pracht | Head of Planning | TBWA |
| Ricci Meldrum | Managing Director | TBWA |
| Paul Reardon | Chief Creative Officer | TBWA |
| Matt Stoddart | Executive Creative Director | TBWA |
| Sarah Tukua | Senior Client Partner | TBWA |
| Jade Mittermair | Senior Business Director | TBWA |
| Sophie Ford | Senior Business Manager | TBWA |
| Alex Fleming | Media Director | Mindshare |
| Natalie Lockwood | Chief Marketing Officer | NAB |
| Thomas Dobson | Executive | Operations, Planning & Partnerships | NAB |
| Elly Bloom | Executive | Marketing, Business & Private Bank | NAB |
| Simon O’Connor | Head of Marketing Metro & Specialised, Regional & Agri | NAB |
| Katherine Venus | Head of Small Business Marketing | NAB |
| Lizzie Barclay | Consultant, Brand Delivery | NAB |
| Nicole Bishop | Consultant, Brand Delivery | NAB |
| Vivienne Pham | Consultant, Brand Delivery | NAB |
| Jasmine Medved | Senior Consultant, Home Owner | NAB |
| Kirby Gagliardi | Manager, Marketing Delivery, Home Owner | NAB |
| Michelle Martinis | Head of Marketing, Home Owner | NAB |
| Susanna Hondrokostas | Head of Brand (Acting) | NAB |
| Marcus Perham | Director | Mindshare |