In Australia, banking is a highly competitive category with differentiation rare and product parity, common. In a post-covid, economic wild world, we needed to change tact and instil a more distinctive positioning of support and confidence for our customers. We needed to tap into a shared experience in the home buying journey that resonated with everyone. A tension that all home buyers were feeling and experiencing every day, which we could leverage to set us apart from our higher media spending competitors. And boy did we have one.

In this film we see a couple embarking on the home buying journey. They have found a house they like, and are about to take a closer look. As they approach the house, there’s a rumble and the house rips itself up out of the ground, and runs off down the road on wooden legs.

While the couple stand in shock, their banker arrives in an Australian muscle car, with the bank’s star logo emblazoned on the door. They pile into the car and take off after the house, in a high speed chase.

As they close in on the running house, our couple receives a notification that ‘their finances are approved’ and they can afford to buy the house they are chasing. The banker assures them that she won’t let this one get away. The film ends as they speed down the road after the house, gaining closely behind.

We delivered the most efficient, effective and successful NAB home loan campaign in over five years, smashing all campaign targets.

Starting with an uplift of 120% on new loan application volumes, which in dollar terms equated to record figures, with the new loan size from total applications reaching $4.3 billion.

Record high system growth 1.20x – highest of every other bank, meaning that NAB grew faster than its competitors. Consideration for NAB Home Loans went from 4th to 1st in the category during the campaign period. Including a +19pt uplift and difference in non-customer Consideration.

Customer trust grew by 34% during the height of the campaign, and NAB achieved #1 in awareness (86%), making them the most famous home loan brand in the category during the campaign period. NAB also reached in excess of 86% of all Australians (over 13 million Australians) aged 25+ in the core homeowner segments.