National bank advertising campaign boosts audience growth

National Australia Bank (NAB) wanted to drive engagement with a key product, their NAB Traveller Card, and help more Australians feel empowered to explore the world. Designed to lock in up to 10 currencies, it was a smart option for those heading overseas.

To maximize its reach, NAB needed to increase adoption and awareness with a younger audience. Specifically, they wanted to reach more 18–35-year-old “sun chasers” heading to Europe or America for the Australian winter.

NAB Traveller Card and agency Mindshare turned to our advertising experts to create an inspiring, engaging campaign that seamlessly embedded the card into the traveler journey. At the center of the campaign concept was an Expedia microsite, developed to reach younger travelers with the idea that no one wants to stand out as a tourist. Designed to inspire customers to immerse themselves in the destination culture, the message was to live like a local, pay like a local, and act like a local.

The site featured a “Pass Like a Local” quiz, curated destination pages, and travel tips — all created to drive card awareness while encouraging confident, curious travel. To support the six-week campaign, the team also ran targeted display ads and social ads in partnership with Expedia Australia.

The bank advertising campaign successfully drove meaningful engagement — almost doubling NAB’s original goal. In total, the six-week campaign drove 8 million impressions, 288,000 page views, 39,000+ quiz entries, and 22,000+ new email sign-ups. Additionally, participants posted 5,000 travel tips with the #LikeaLocal hashtag.

Together, our advertising experts helped National Australia Bank connect with more young travelers — and drive action from customers nationwide.