The integrated TV and online campaign was launched on October 7. It shows unsuspecting people being placed in unusual situations, heightened as the protagonist then locks doors and windows, preventing any escape.
In the 'Open house' film, for example, prospective buyers of a flat are locked inside with an alarm blaring.
Sally Bruce, general manager of mortgages at NAB, says the films highlight the freedom that its customers have to switch their loans to other banks. "Recent research tells us 82% of mortgagees say banks have no right to make it difficult for customers to change to another mortgage provider. No-one wants to feel locked into their home loan and with NAB they don't have to," she said.
Ant Keogh, ECD of Clemenger BBDO Melbourne said, “We soon realised that the idea of freedom becomes much more tangible the moment you take it away.”
The new reality-style campaign follows on from a similar film promoting NAB's "honest" credit card products.
Executive Creative Director – Ant Keogh
Creative Directors – Julian Schreiber and Tom Martin
Creatives – Simon Bagnasco and Ben Keenan
Account Management Team – Simon Lamplough, Andrew Drougas, Josh Comer, Marty Kane, Tanya Green
Executive Producer – Sonia von Bibra
Clients – Sandra de Castro, Chief Marketing Officer; Andrew Wynne, GM, Consumer Marketing; Dimitra Fourtzis, Head of Marketing, Mortgages & Customer Retention;