I spent a bit of time reviewing ads for Australia’s banks today.
Not because I’m going down under – not that way! – but because National Australia Bank (NAB) keep sending me updates on their marketing efforts.
Their latest one is all about honesty …
… it builds on their earlier efforts about the breakup and the honesty experiments.
Again, using guerrilla marketing techniques, this one is quite nice and interesting to watch the behind-the-scenes footage too (wait for the sting in the tail at the end):
So, being honest, the Aussie market for advertising gets straight to the heart of things.
I loved the breakup campaign but, to sustain its newness thereafter is hard. A bit like the fantastic ANZ campaign using Barbara, the Attila the Hen of banking.
Ah, she was great … but ANZ is now more business like using Patrick Jane from the Mentalist to give it a little celeb input.
No guerrilla marketing there then and they might learn a lesson from Barclaycard here in the UK on celebrity endorsements.
Whoever thought of the Hoff?
Magic.
Anyways, back to Oz and Commonwealth Bank knows a thing or two about guerrilla marketing.
They’ve got this campaign all about you CAN with CBA.
Very civilised.
They even get a few lollipop ladies to go out there and spread the news.
So, we have a market in Southern Hemisphere with four banks sinking good money into guerrilla marketing, celebrity endorsements and more.
Oh, did I say four?
Yes, there’s one more.
Who is it again?
Oh gawd, where’s the vegemite bag?
Chris M Skinner
Chris Skinner is best known as an independent commentator on the financial markets through his blog, TheFinanser.com, as author of the bestselling book Digital Bank, and Chair of the European networking forum the Financial Services Club. He has been voted one of the most influential people in banking by The Financial Brand (as well as one of the best blogs), a FinTech Titan (Next Bank), one of the Fintech Leaders you need to follow (City AM, Deluxe and Jax Finance), as well as one of the Top 40 most influential people in financial technology by the Wall Street Journal's Financial News. To learn more click here...
