Honesty Policy
Attracting and retaining bank customers has never been more important with the accumulation of cash savings pumping up bank coffers and the continuing uncertainty amongst consumers showing no signs of halting.
Following on from its successful ‘Break Up’ campaign, NAB has now launched the ‘Honesty Experiments’ – the concept being that ‘Australians are an honest lot’ and deserve honest credit cards to match.
The campaign consists of three experiments testing the honesty of everyday Australians and is produced by the same mob behind the Break Up campaign.
The first experiment involves a coffee barista giving customers too much change, the second involves a ‘dropped’ wallet with money and the owner’s ID and the third (and perhaps most blatant) involves a man accidentally dropping cash on the street.
If you haven’t seen the campaign, you can watch the ads here:
The overwhelming majority of people did the right thing and gave back the money, which leads this burningpants correspondent to think that it’s better to do the right thing, not just for honesty’s sake, but because you never know who is watching or filming their next advertisement.
These ads are definitely humorous but the question remains, will they will pay similar dividends to the Break Up campaign, which was lauded in PR circles and claimed to have brought in an estimated 225,000 new customers.
In the name of ‘all publicity is good publicity’, however, many would argue that’s irrelevant.
NAB has once again turned the spotlight squarely on the bank and dared its competitors to turn it off.
One Comment on “Honesty Policy”
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LRJ says:
That’s very interesting. NAB have traditionally been perceived as the bank for small/medium business so interested to see how their aggressive consumer campaign works out. They’ve had a rough couple of years leading up to this – with their overseas investments not working out and their share price in the doldrums because of it.