Wednesday, June 16, 2010

Rebranding the Big Bad Bank - NAB

Recently, one bank which has caught my eye has been the National Australia Bank. In advertising, usually people try to avoid using negative words or connotations but its surely a reflection of public opinion when a bank's main slogan is More Give, Less Take. I personally found this slogan quite catchy, although it somewhat implies the bank's past reputation. The advertisements have been quite effective, with ads such as the one below invoking a warm feeling on the viewer.

As I said, the bank with the unfortunate shortened name of nab, has been on my horizon for a while. However, its their most recent foray into social media that has got me quite interested. I saw this first through an advertisement on SMSPup, which seems to be the first place companies turn to launch a social media promotion.

The promotion is called "Doing the Right Thing" and the website implies there is some exposure via the Austereo network such as 2dayFM. People submit stories about people who have done the right thing even if it is as small as giving way to them on the roads or returning a stolen wallet. For every story submitted, NAB will pay $5 to a charity. I think the idea is brilliant because quit often these acts of kindness goes unrecognised and unnoticed. People are also very interested to see how people have been "blessed" by people around them. It also encourages readers to also (be a man and) do the right thing.

It is a good way to link your company subconsciously to a feelgood statement such as "doing the right thing" and I am sure many people don't even realise their impression of the bank changing from participating or hearing about this promotion.

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