DraftFCB | 2008 Agency of the Year

The National Bank :: For the Places You'll Go

Why Change?

The National Bank was losing relevance and was beginning to lose its aspirational sheen. It had built a heritage of being associated with achievement and success but was increasingly seen as traditional, aloof and out of touch with the New Zealand consumer.

We knew we needed to help the bank be seen as more forward-looking and less passive. Rather than portray itself as an aspirational bank for those who had already 'made it', we decided to show how the bank was actively championing and supporting customers' desires to get ahead in life. This mirrored the emerging zeitgeist of the nation as it recovered from the recession – a nation determined to progress and prove itself on the world stage.

What Changed?

Early results are promising and suggest the brand is reconnecting with New Zealanders. The campaign was highly engaging with both the brand and home loans TVC's achieving enjoyment scores in the top quartile of New Zealand norms. Consideration for day-to-day banking increased by 44%, and within home loans the bank moved from 4th to 2nd most preferred provider.