Case History Database

How does a bank get people to acknowledge a problem they would rather ignore? PERSONAL DEBT. By understanding that debt is deeply personal and sometimes too hard to confront, we introduced the simple idea of ‘Enjoy some Breathing Space’. By connecting with the audience in this emotional way, NAB was able to help people first recognise their problem and then help them do something about it. The campaign was an outstanding success – during the campaign period a further 15,000 people came into the market compared to the previous year, and 70% of these were incremental applications for NAB.

	Executive Creative Director		James McGrath		Clemenger BBDO
	Creative Director		Tan Gout Nee		Clemenger Proximity
	Senior Copywriter		Mark Welch		Clemenger Proximity
	Senior Art Director		James Liddell		Clemenger Proximity
	Senior Account Director		Amy Phillips		Clemenger Proximity
	Senior Account Manager		Marisa Tascone		Clemenger Proximity
	Production Director		Sharon Adams		Clemenger Proximity
	Strategy Planner		Elizabeth Fulcher		Clemenger Proximity
	Strategy Planner		Ilona Levchenko		Clemenger BBDO
	Media Agency		Zenithoptimedia
	Head of Consumer Marketing		Andrew Wynne		National Australia Bank
	Senior Manager, Campaign Planning		Lisa Short		National Australia Bank
	Campaign Manager		Olga Milionis		National Australia Bank