Effies
Australia
How NAB Made More Cents Out of ‘More Than Money’
Agency
TBWA\Australia & Mindshare
Client
NAB
Awards
Finalist
Long Term Effects
Case Study
Summary
Faced with a competitive market and a rapidly changing world, NAB chose to evolve its successful 'More Than Money' platform rather than start over. Through a three-act strategy, the bank demonstrated its adaptability. The 'Wild World' campaign addressed post-COVID cautious optimism, the 'Wrangle' chapter tackled anxiety caused by inflation and interest rates, and the 'Red Flags' campaign provided a response to the threat of scams. This approach not only kept NAB relevant but also reinforced its reputation as a bank that understands people's evolving financial needs.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
| Mark Tzintis | Client Partner | Mindshare |
| Alex Fleming | Media Director | Mindshare |
| Natalie Lockwood | Chief Marketing Officer | NAB |
| Thomas Dobson | Executive | Operations, Planning & Partnerships | NAB |
| Susanna Hondrokostas | Head of Brand (Acting) | NAB |
| Jess Hughes | Manager, Brand Campaign Delivery | NAB |
| Mitch Anderson | Senior Consultant, Brand Delivery | NAB |
| Lizzie Barclay | Consultant, Brand Delivery | NAB |
| Nicole Bishop | Consultant, Brand Delivery | NAB |
| Alastair Sykes | Manager, Brand Management | NAB |
| Carla Lovell | Senior Consultant, Brand Management | NAB |
| Minh Tang | Senior Consultant, Brand Identity | NAB |
| Natalie Trefz | Senior Consultant, Brand Identity | 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 |
| Keegan Nash | Consultant, Creative & Content Metro, Regional & Agri | NAB |
| Michelle Martinis | Head of Marketing, Home Owner | NAB |
| Jasmine Medved | Senior Consultant, Home Owner | NAB |
| Kirby Gagliardi | Manager, Marketing Delivery, Home Owner | NAB |
| Teryll Brewer | Senior Manager, Enterprise Projects | Group Marketing | NAB |
| Zac Martin | Planning Director | TBWA\Melbourne |
| Eloise Liley | Chief Strategy Officer | TBWA\Melbourne |
| Ricci Meldrum | Managing Director | TBWA\Melbourne |
| Matt Stoddart | Stoddart | TBWA\Melbourne |
| Sarah Tukua | Senior Client Partner | TBWA\Melbourne |
| Jade Mittermair | Senior Business Director | TBWA\Melbourne |
| Harrison Webster | Creative Director | TBWA\Melbourne |
| Max Reed | Creative Director | TBWA\Melbourne |