Agency: Wavemaker UK
Category: Advertiser of the year
Well-liked and trusted, Nationwide was held in high esteem by consumers in 2023. However, in a cluttered market, staying relevant was a challenge. Over 18 months, the building society’s biggest relaunch in 40 years saw a massive recommitment to news brands, supercharging its campaigns and turning Nationwide from a passive brand into a powerhouse.
Moving from passive positivity to active appreciation
While Nationwide had a positive image, it was a ‘passive positivity’ that held it back. To reclaim its status as an original challenger brand, it moved forward with a comprehensive rebrand with a new purpose: ‘Banking but fairer, more rewarding and for the good of society’.
The building society needed a media strategy that would drive mass brand appraisal through greater advertising awareness, buzz and positive sentiment. If that campaign could also increase revenue, so much the better.
Making Nationwide headline news
This strategy needed an execution authentic to its scale and position. With their gravitas and authoritative social stature, news brands were essential to establishing credibility, gaining market standout and making people reassess the brand.
A refresh this big required commitment. Nationwide increased news brand investment on a massive scale, making its profit-sharing ‘Fairer Share’ proposition headline news across multiple news brands using inside front cover double-page spreads, floating strips and fireplace formats for maximum impact. Inside front cover double page spreads with long-form manifesto ads were also used to explain that the brand had changed how it looked, but not who it was.
Meanwhile, the brand deployed a reactive strategy in digital news brands, dynamically serving ads alongside relevant editorial. It also commissioned a partnership with The Independent, featuring six bespoke articles and a quiz.
Nationwide’s lofty ambitions were realised — across all campaign activity, the building society rocketed its share of voice to first place compared to its competitors.
Investment yields results
From April 2023 (before the ‘Fairer Share’ campaign) to July 2024, YouGov’s Brand Index — a combined measure of brand health spanning impression, quality, value, reputation and recommend — increased dramatically.
What’s more, the campaign had longevity, with its relaunch in November seeing advertising awareness and buzz scores soar.
Nationwide and Wavemaker UK are worthy winners of ‘advertiser of the year’. Their mission to move the building society from ‘passive positivity’ to a powerhouse challenger brand within a short amount of time was a resounding success, with news brands a key pillar of its strategy to drive mass brand appraisal.
Judges view
Nationwide has shown a commitment to news brands that’s unprecedented, investing significant ad spend compared to previous years and returning with beautiful advertising. They are the type of advertising you want to see in news brands and they look incredible.
David Grainger, chief strategy officer, EssenceMediacom
