{"id":6815,"date":"2012-07-03T13:32:42","date_gmt":"2012-07-03T08:32:42","guid":{"rendered":"https:\/\/www.ramble.sunmatrix.com\/?p=6815"},"modified":"2026-03-05T18:52:56","modified_gmt":"2026-03-05T17:52:56","slug":"nab-the-honesty-experiments","status":"publish","type":"post","link":"https:\/\/www.sunmatrix.com\/ramble\/nab-the-honesty-experiments\/","title":{"rendered":"NAB: The Honesty Experiments"},"content":{"rendered":"<p>Australian bank NAB positions Australians as an honest lot, and argues they deserve honest credit cards to match. To bring that promise to life, they conducted a series of \u201chonesty experiments\u201d and published the results on YouTube.<\/p>\n<h3>Incorrect Change<\/h3>\n<iframe width=\"560\" height=\"315\" loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/mbmEtgSFSUY?fs=1&#038;playsinline=1\" title=\"YouTube video player\" frameborder=\"0\" allow=\"fullscreen; encrypted-media; picture-in-picture; clipboard-write; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<h3>Lost Wallet<\/h3>\n<iframe width=\"560\" height=\"315\" loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/E7G7NKoNI6E?fs=1&#038;playsinline=1\" title=\"YouTube video player\" frameborder=\"0\" allow=\"fullscreen; encrypted-media; picture-in-picture; clipboard-write; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<h3>Leaky Pockets<\/h3>\n<iframe width=\"560\" height=\"315\" loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/83NiDFQOWKc?fs=1&#038;playsinline=1\" title=\"YouTube video player\" frameborder=\"0\" allow=\"fullscreen; encrypted-media; picture-in-picture; clipboard-write; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<h2>From a product claim to a public proof loop<\/h2>\n<p>The mechanism is a classic credibility builder. A \u201cpublic proof loop\u201d means turning a claim into a repeatable test, then publishing the outcome so the audience can judge it. Run simple real-world tests where people can choose honesty, film the outcome, then let the audience do the judging rather than the brand doing the telling.<\/p>\n<p>In retail banking categories, trust is built faster through observable behaviour than through promises and price claims.<\/p>\n<p>The real question is whether a trust claim can be converted into something people can judge for themselves.<\/p>\n<p>For trust-starved categories, this is a stronger play than another round of product-feature messaging.<\/p>\n<h2>Why it lands<\/h2>\n<p>These films work because they invite a low-friction emotional conclusion. People want to believe the best of others, and the experiments are structured to deliver that relief, then attach it to the brand stance. The content is also inherently shareable because it is about character, not about banking mechanics.<\/p>\n<p><strong>Extractable takeaway:<\/strong> If you want to own \u201ctrust,\u201d do not describe it. Show a behaviour that audiences can recognise as trust in action, then connect it back to the product promise in one simple line.<\/p>\n<h2>Then NAB escalates to \u201cthank you\u201d in real time<\/h2>\n<p>To say thanks in the biggest possible way, NAB followed the experiments with a real-time stunt that thanked honest passers-by immediately after they returned lost objects.<\/p>\n<iframe width=\"560\" height=\"315\" loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/CCWu1W9jNbk?fs=1&#038;playsinline=1\" title=\"YouTube video player\" frameborder=\"0\" allow=\"fullscreen; encrypted-media; picture-in-picture; clipboard-write; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<h2>What the second phase adds that video alone cannot<\/h2>\n<ul>\n<li><strong>Immediate reciprocity.<\/strong> Honesty is met with an instant reward, not abstract praise.<\/li>\n<li><strong>A bigger emotional beat.<\/strong> Surprise gratitude creates a stronger memory than \u201cyou did the right thing.\u201d<\/li>\n<li><strong>Proof at street level.<\/strong> The brand shows up in the moment of integrity, not after the fact.<\/li>\n<\/ul>\n<h2>What to replicate from NAB&#8217;s honesty experiments<\/h2>\n<ul>\n<li><strong>Pick one human truth.<\/strong> \u201cMost people are honest\u201d is clearer than a bundle of values.<\/li>\n<li><strong>Design the choice point.<\/strong> The story lives in a single decision. Keep it simple and legible.<\/li>\n<li><strong>Let people self-identify.<\/strong> The viewer should be able to imagine themselves in the situation.<\/li>\n<li><strong>Add a second act.<\/strong> If phase one proves the belief, phase two can reward it and deepen the brand role.<\/li>\n<li><strong>Protect credibility.<\/strong> Be transparent about rules and ensure the reward does not feel staged or selective.<\/li>\n<\/ul>\n<hr \/>\n<h2>A few fast answers before you act<\/h2>\n<h3>What are the \u201chonesty experiments\u201d in one sentence?<\/h3>\n<p>A set of filmed, real-world tests where strangers can choose to act honestly, used to support NAB\u2019s \u201chonest credit cards\u201d positioning.<\/p>\n<h3>Why do social experiments work for trust-based brands?<\/h3>\n<p>They replace claims with observable behaviour. Viewers decide what the outcome means, which feels more credible than advertising language.<\/p>\n<h3>What does the real-time thank-you stunt add?<\/h3>\n<p>It turns the brand from narrator into participant, rewarding honesty immediately and creating a stronger emotional memory.<\/p>\n<h3>What is the biggest risk with this format?<\/h3>\n<p>Credibility erosion. If viewers suspect manipulation, selective editing, or unclear rules, the trust message can backfire.<\/p>\n<h3>What should you measure beyond views?<\/h3>\n<p>Brand trust lift, message association with the product, sentiment, share rate, and whether the work changes consideration versus competitors in the same period.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Australian bank NAB positions Australians as an honest lot, and argues they deserve honest credit cards to match. To bring that promise to life, they conducted a series of \u201chonesty experiments\u201d and published the results on YouTube. Incorrect Change Lost Wallet Leaky Pockets From a product claim to a public proof loop The mechanism is &hellip; <a href=\"https:\/\/www.sunmatrix.com\/ramble\/nab-the-honesty-experiments\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">NAB: The Honesty Experiments<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":14835,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"NAB backs \u201chonest credit cards\u201d with filmed honesty experiments, then escalates with a real-time thank-you stunt that rewards people for returning lost items.","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"none","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"both","_seopress_redirections_param":"","_seopress_redirections_type":301,"_seopress_analysis_target_kw":"","_seopress_news_disabled":"","_seopress_video_disabled":"","_seopress_video":[],"_seopress_pro_schemas_manual":[],"_seopress_pro_rich_snippets_disable_all":"","_seopress_pro_rich_snippets_disable":[],"_seopress_pro_schemas":[],"iawp_total_views":2,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[159,27,2736],"tags":[285,8700,8697,7196,3782,3781,3788,3786,2010,3795,3794,3789,3796,3787,8696,3799,1525,3783,3801,3790,3791,3792,3793,3802,3784,7512,8698,3800,3798,8699,3797,1098,3785,7161],"class_list":["post-6815","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-live-communication","category-marketing-strategies","category-viral-videos","tag-australia","tag-banking-marketing","tag-behavioural-marketing","tag-brand-purpose","tag-clemenger-bbdo","tag-clemenger-bbdo-melbourne","tag-credit-cards","tag-experiments","tag-hidden-camera","tag-honest-aussies","tag-honest-australians","tag-honest-credit-cards","tag-honest-lot","tag-honesty","tag-honesty-experiments","tag-lost-property","tag-melbourne","tag-nab","tag-nab-afl","tag-nab-credit-cards","tag-nab-honesty","tag-nab-honesty-experiment","tag-nab-marketing-campaign","tag-nab-shopping-centre","tag-national-australia-bank","tag-outdoor-activation","tag-real-time-stunt","tag-return-footy-tickets","tag-return-glasses","tag-reward-mechanics","tag-rewarding-honesty","tag-social-experiment","tag-the-honesty-experiments","tag-trust"],"jetpack_featured_media_url":"https:\/\/www.sunmatrix.com\/ramble\/wp-content\/uploads\/nab_honesty_experiments.jpg","jetpack_shortlink":"https:\/\/wp.me\/pgYpE1-1LV","_links":{"self":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/6815","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/comments?post=6815"}],"version-history":[{"count":14,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/6815\/revisions"}],"predecessor-version":[{"id":16731,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/6815\/revisions\/16731"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/media\/14835"}],"wp:attachment":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/media?parent=6815"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/categories?post=6815"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/tags?post=6815"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}