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March, 2024

NAB and TBWAMelbourne launch ‘Wrangle Your Money’ campaign as latest in More than Money series

National Australia Bank (NAB), in partnership with TBWAMelbourne and Mindshare, has unveiled a new campaign titled ‘Wrangle Your Money’, the latest in the ‘More Than Money’ brand platform aimed at assisting customers in making informed financial decisions.

The latest iteration of the brand platform comes at a time when Australia grapples with a shifting economic climate. The campaign employs cinematic western tropes as well as features content set in a baby store, showcasing NAB’s expert bankers aiding customers in managing their finances in both instances.

This year’s campaign will be featured in 15-second and 30-second spots across TV and cinema, with further communications set to roll out across out-of-home, social, display, radio, and owned channels in the coming weeks.

“We know our customers are being really considered around how they spend their money right now. They need to make a lot of decisions, through which NAB supports them and helps them feel confident they are making the right financial decisions –no matter how big or small,” NAB’s Chief Marketing Officer, Suzana Ristevski, said.

NAB Executive Business & Private Bank Marketing, Elly Bloom, highlighted the combination of product and brand within the creative this time around.

“By unifying brand and product under a single platform, the creative and media halo has driven stronger campaign results across the bank,” she said.

Executive Creative Director, Matthew Stoddart, said the aim was a memorable latest iteration in the ‘More than Money’ platform and series of messaging.

“First it was a house being chased by a Kingswood, and now we have stampeding baby furniture and a wild, bucking cot. This campaign is another fantastical and memorable chapter to add to the story of how NAB supports and empowers their customers,” he said.

This campaign follows last year’s campaign, which reportedly delivered record consideration results for NAB.