Case History Database

Instead of fighting the perception of the major banks being ‘together’, we embraced it by letting the public witness NAB break up with the ‘Big 4’. This very bold and public moment of independence attracted 180,000 new to-bank customers to the bank over the 11 week campaign while reducing customer defections by 27%, delivering a 61% net growth in NAB customers. Over the past 12 months this has delivered a 205% ROI based on acquired and retained customers generating $24.6m incremental profit. Being different has certainly delivered a very “real business result” for NAB.

	Author / Executive Planning Director		Paul Rees-Jones		Clemenger BBDO
	Business Director		Tim Mccoll Jones		Clemenger BBDO
	Head of Account Service		Simon Lamplough		Clemenger BBDO
	Account Manager		Kate Mccarthy		Clemenger BBDO
	Account Director Digital		Tanya Garma		Clemenger BBDO
	Creative Chairman		James McGrath		Clemenger BBDO
	Executive Creative Director		Ant Keogh		Clemenger BBDO
	Creative Director		Julian Schreiber		Clemenger BBDO
	Creative Director		Tom Martin		Clemenger BBDO
	Creative Director NAB		Rohan Lancaster		Clemenger BBDO
	Creative Director NAB		Darren Pitt		Clemenger BBDO
	Executive Producer		Sonia Von Bibra		Clemenger BBDO
	Chief Marketing Officer		Sandra De Castro		NAB
	General Manager NAB Brand		Kevin Ramsdale		NAB
	Head of Brand, Strategy & Identity		Fiona Le Brocq		NAB
	Senior Brand Strategy Manager, Brand Strategy & Identity		Jade Lindrea-Jones		NAB
	Senior Brand Strategy Manager		Laura Wilson		NAB
	Brand Strategy Manager		Sarah Coghlan		NAB
	Head of Marketing Planning & Performance Consumer Marketing		Lisa Short		NAB