With a mission to boost downloads of its free property reports, NAB turned to atn to optimise the effectiveness of its radio advertising.
While radio had long been part of NAB’s media mix, the bank had found the format challenging – especially when trying to convey complex messages like rates, offers and T&Cs, within tight time 30-second limits. That’s where atn stepped in to reframe the approach.
Apply neuroscience to the creative process, use insights to refine the message, and place the ad where attention was naturally high – immediately adjacent to traffic updates in Sydney and Melbourne, where time-poor commuters were already tuned in and focused.
The first iteration of the 10-second radio ad included the brand mention, a clear call to action, and was positioned at a moment when listeners were most engaged. But atn, working alongside NAB, didn’t stop there.
Using Neuro-Insight’s tools, the team analysed exactly when and how the ad’s message was encoded into long-term memory. Key learnings emerged. The importance of a question to spark consumer curiosity early, and the need for two brand mentions to cement recall. The creative was rewritten to enhance those memory-triggering moments, and the results exceeded expectations.
This wasn’t just a media buy, but a meticulously crafted, data-led audio experience. By understanding when the brain is most receptive and tailoring creative accordingly, NAB ensured its message wasn’t just heard, it stuck.
The result was more people dreaming about their property goals and turning to NAB to help make them a reality.
Following the first radio campaign, property report downloads increased by 36%
A revised, neuro-optimised ad delivered a further 15% increase
