Swipe Right on NAB
Swipe Right on NAB
Advertising Capstone Challenge 2024
As part of the Capstone Advertising Management and Campaigns Project unit at Swinburne University of Technology, I had the opportunity to participate in the 2024 Advertising Capstone Challenge, where National Australia Bank (NAB) was the client. Working on a real client brief alongside my team members apart of ATTCK Agency, enabled me to gain invaluable hands-on experience in developing strategic communications and creative solutions for a leading brand. As part of this project, I took on the role of Creative Director, leading the development of visual concepts and overseeing the creative direction of the campaign.
The Challenge
Brand awareness for NAB amongst Gen Z is low, and they’re notoriously hard to reach and engage.
This project proposed the challenge to find new and creative ways to reach, connect and engage with Gen Z, in a way that is meaningful to them, ultimately making them feel positive towards NAB and remember who NAB are.
Our Main objectives for this campaign was to achieve at least 85% reach of individuals aged 18-28 through our creative campaign and increase NAB’s brand awareness among the 18-28 demographic by 250,000.
The Outcome
The final outcome is a campaign proposal designed to enhance NAB’s brand awareness among Gen Z audiences. Through consumer research and key insights, we were able to create a campaign that transforms banking into a relatable and engaging experience.
Through captivating storytelling and exciting immersive pop-up’s, we aim to not only elevate NAB’s brand presence but also create a bold and daring solution that speaks directly to Gen Z's needs.
Delivered
OOH Billboard Displays
Activation Pop Up
SEO Displays
Google Display Ads
Social Videos
Year
2024
Our Key Insight
Gen Z often feel disconnected from banks, viewing them as impersonal and out of touch with their current financial realities. To engage Gen Z, NAB must position itself as a relatable, approachable bank, building trust as a reliable partner for their current needs and long-term financial security.
The Big Idea
Position NAB as Gen Z’s perfect life-long partner through a playful online dating concept, highlighting reliability, approachability, and support - qualities anyone would swipe right on.
ATTCK Agency at the Advertising Capstone Challenge Finals at TBWA.
Implementation Strategy to bring the Big Idea to life
To bring the big idea to life, ATTCK Agency developed a three-phase implementation strategy to execute over six months:
Phase 1:
Ignite the spark
Launch Date: January 2025
A time of year people let go of past connections and seek lasting commitments.
Approach: Presenting NAB as the ultimate partner through a fun and eye-catching online dating profile.
Goal: Capture Gen Z’s attention and demonstrate that NAB is different from other banks.
Message: NAB understands the values and motivations of young audiences.
Phase 2:
Explore the connection
Timeline: March to April 2025
Approach: Engaging with Gen Z at high-traffic universities across Australia.
Launch an interactive dating activation.
Create a fun and hands-on experience.
Goal: Use interative dating activation to convince Gen Z why they should "swipe right" on NAB.
Message: Showcase NAB's understanding of Gen Z to create a personalised banking profile that fits their lifestyle.
Phase 3:
Lifelong partner
Timeline: May to June 2025
Approach: Establish NAB as a reliable partner in Gen Z's financial journey, showcasing the evolution of their relationship from initial connection to lifelong support.
Goal: Emphasize NAB's commitment to support Gen Z through all of life's moments.
Message: NAB will be there to support Gen Z through all of lives moments, big or small.
Phase 1:
Ignite the spark
Our Phase one OOH campaign for NAB uses a dating profile interface to connect with Gen Z, positioning NAB as the "perfect match" for their financial needs. The playful design, inspired by dating apps, humanises the brand and makes it feel approachable.
A pink-red gradient adds warmth and energy, while clean layouts and friendly typefaces create a fresh, inviting look. Phrases like "Swipe Right" and "You’ve matched with NAB" reinforce the fun, relatable tone. This creative direction presents NAB as a financial partner that understands and aligns with Gen Z’s values and lifestyle.
Creative Concept:
Phase 2:
Explore the Connection
Phase two focuses on the "Swipe Right on NAB" pop-up activation, designed to connect with Gen Z in their own environments, such as universities. The pop-up mimics a dating app interface, allowing them to swipe through NAB’s features in a fun and interactive way. This activation encourages engagement and builds a personal connection with the brand. The playful sub-tagline, “Slide into our services,” further enhances NAB’s approachable and relatable tone.
Creative Concept:
Phase 3:
Lifelong Partner
Phase three of our OOH creatives builds an emotional connection with Gen Z, positioning NAB as a supportive financial partner for life’s key moments. Centered around the tagline “Every moment, big or small,” the designs highlight milestones such as buying a car, saving for a holiday or booking concert tickets.
Josh Heuston (the male figure representing NAB) reaching out with a “follow me” gesture symbolises NAB’s approachability and support inviting Gen Z to see the bank as a reliable companion on their financial journey. Clean sans-serif fonts, berry red text and soft pink backgrounds create a modern, friendly aesthetic that reinforces NAB’s progressive identity.
Creative Concept:
Curious to see more?
Dive into my other projects or let’s connect!
