Effies
Australia
NAB Wrangles a Wild ROI and Growth
Agency
TBWA\Australia & Mindshare
Client
NAB
Awards
Bronze
Return on Investment
Bronze
Financial Services and Insurance
Summary
Facing a shift from post-COVID optimism to widespread anxiety, NAB chose to reinvent its successful "Wild World" campaign rather than abandon it. The new "Wrangle" evolution used metaphors to dramatise financial decision paralysis, shifting its tone to one of empathy and hands-on guidance. This strategic move successfully exceeded all business targets with less media investment. The campaign proved that adapting a proven platform can be more effective than starting from scratch, leading to a significant return on investment.
Case study
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Credits
| 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 |
| Johannes Samson | Senior Consultant, Brand Management | NAB |
| Minh Tang | 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 |
| Eloise Liley | Chief Strategy Officer | TBWA\Australia |
| Zac Martin | Planning Director | TBWA\Australia |
| Virginia Pracht | Head of Planning | TBWA\Australia |
| Ricci Meldrum | Managing Director | TBWA\Australia |
| Paul Reardon | Chief Creative Officer | TBWA\Australia |
| Matt Stoddart | Executive Creative Director | TBWA\Australia |
| Sarah Tukua | Senior Client Partner | TBWA\Australia |
| Jade Mittermair | Senior Business Director | TBWA\Australia |
| Sophie Ford | Senior Business Manager | TBWA\Australia |
| Mark Tzintis | Client Partner | Mindshare |
| Alex Fleming | Media Director | Mindshare |