Agency: Wavemaker UK
Category: Best display campaign
Challenge
Nationwide Building Society is scaled, trusted and run entirely for the benefit of its members, not shareholders. This is reflected in its brand purpose: ‘Banking, but fairer, more reward and for the good of society’. In contrast to headlines about the declining presence of banks on Britain’s high streets, Nationwide has promised to keep every branch open until at least the start of 2028. With the launch of its ‘Branch Promise’ campaign, Nationwide wanted to stand out from the competition. Working with Wavemaker UK, it was looking to drive advertising awareness, create buzz and build positive sentiment towards the brand. If they could also attract new customers, then so much the better.
Approach
Journalists were reporting on bank closures and the impact of this on communities, so Nationwide saw an opportunity to place its ‘Branch Promise’ in the centre of that national conversation. Leveraging news brands’ status as a trusted source of information, Nationwide looked to create news buzz and stand out from the advertising of the big banks.
The society launched its new brand manifesto with inside front cover double-page spread formats for maximum impact across national newspapers. It leant into the high circulations of the weekend editions and worked with commuter titles to reach professionals and younger audiences. The campaign progressed with full- and half-page formats and the schedule was broadened out to included community news publications. Activity was replicated on digital news platforms, with DMPU and billboard formats. Overall, in news brands, Nationwide reached a third of all adults with print.
Results
Nationwide saw phenomenal uplifts in brand health. Advertising awareness jumped nearly a threefold jump versus the start of the year, from 9.5% to 25.7% in November. This leap took the society from fourth to first place in the competitive set, with scores more than double that of their closest competitor. The number of people that heard positive things about Nationwide increased from 17% to 34% – a 100% increase since the start of the year. Brand impression scores increased by 24% from 25.4% in January to 31.4% in November. Finally, purchase intent increased by 37% – two million more people saying they would choose Nationwide as first choice over its competitors (source: YouGov Brand Index).
What’s more, econometrics analysis showed news brands to be an outstanding performer in the overall campaign, driving incremental revenue contribution. It also showed short-term revenue increased, highlighting it as a stand out channel within the campaign.
