NAB Asks Australians What Money Should Really be for in Latest Campaign

NAB has launched a new campaign that asks Australians ‘What is money for, if not for this?’ Rolling out nationally across TV, radio, digital and social, the campaign brings to life the bank’s longstanding 'More than Money' brand platform by showcasing the everyday things that matter most to Australians.

NAB understands the value of Australians' money has never been greater. Faced with the crisis we are all living through today, what’s truly important to NAB’s customers is clearer than ever before. Putting money towards what really matters is in sharp focus for all.

NAB’s executive, group marketing, Suzana Ristevski, commented: “'What is money for, if not for this?' is an evolution of our longstanding 'More than Money' platform. In the current challenging times many Australians are re-evaluating their lives. This campaign is about helping our customers refocus on what matters most, and to provide the peace of mind that NAB is here to support those aspirations, whatever they may be.”  

Clemenger BBDO executive creative director, Richard Williams said: “2020 has strangely provided us with a rare moment of clarity. We have all been forced to take a step back and understand what is more than money and more importantly what money is for. This campaign reminds Australians that NAB, like them, understands what is money for if not for our homes, our employees, our loved ones or our businesses."

Mindshare managing partner, Chris Solomon, added: “The banking sector has never been so important to Australians as we battle through Covid-19 and the economic downturn it’s causing. NAB has been supporting its customers through the crisis and Mindshare is incredibly proud to be a part of the new brand work. As a key partner to NAB, our aim in media is to really demonstrate this support through high-reaching touch-points and media integrations.”

Visit the website for further details.