Project Overview
It’s easy to think that all home loans, or even all banks, are all the same. NAB continually work to stand out and demonstrate that they are not like the other banks.
The spring mortgages campaign is a specific retail campaign developed for NAB, with the aim of positioning NAB as the experts in home loans. The campaign idea, developed by Clemenger BBDO, tapped into the insight that everyone has an opinion on the best home loan, but only an expert can recommend the right home loan for an individual’s needs. We were asked to execute this idea across the retail network using NAB’s flexible identity system.
Project Commissioner
Project Creator
Team
Designer -Yolanda Koning; Designer- Tim Ruxton; Account Director- Laura Fitzroy-Kelly; Senior Account Manager - Emily Han; Executive Creative Director- Simon Wright
XXVI: James Schloeffel – Senior Writer; Mikey Thebridge – Writer XXVI
Project Brief
There were a number of critical factors to consider:
- Create a consistent campaign look and feel for various home loan messages, positioning NAB as the experts in home loans
- Carry this message cohesively through to a number of other products
- Ensure relevance to both personal and business customers
Project Innovation/Need
NAB has a bold, fresh, confident brand identity that has a number of flexible elements within it to allow for different campaign needs. We developed an illustration style titled ‘house opinion’, where each illustration contained two speech bubble elements, encouraging a conversation between NAB and the customer. This style allowed tailoring to suit different audiences and customer benefits, while remaining visible and impactful at street level as well as in branch.
Design Challenge
The campaign needed to work primarily across mortgages messaging, but also stretch to other financial products such as personal loans and savings accounts. We needed to create a simple, yet flexible and visually engaging illustration style that could work across multiple topics and consistently positioned NAB as the finance experts.
Effectiveness
Campaign underway. Results not available yet.
Advertising - Outdoor, Retail, POS
This award celebrates creative and innovative design for visual communication including traditional and digital signage intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, audience engagement and message delivery.
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