How Nationwide found its voice and the difference that made

IPA Effectiveness Awards Case Study 2018


Nationwide had a small share of the declining market in current account switchers. A shift from rational to more emotional advertising produced a temporary improvement. But it took the radical ‘Voices’ strategy, featuring TV poetry ads and a more individual tone across media, to set Nationwide apart from other banking brands. Following this activity, brand differentiation, trust and affinity all rose. Advertising drove an estimated 63k switched accounts and 242k new account openings. Total value created for Nationwide members was modelled at £2.66 for every £1 invested.

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Sara Bennison, Chief Marketing Officer
Nationwide Building Society

Shortlist 2018

Title

How Nationwide found its voice and the difference that made

Brand

Nationwide Building Society

Client

Nationwide Building Society

Agency

VCCP
Wavemaker London

Principal Authors

  • Gethin James - VCCP

Contributing Authors

  • Richard Bradford - Wavemaker
  • Neil Holloway - Nationwide Building Society
  • Paul Hibbs - Nationwide Building Society

Credited Companies

  • -

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Shortlist 2018

Title

How Nationwide found its voice and the difference that made

Brand

Nationwide Building Society

Client

Nationwide Building Society

Agency

VCCP

Principal Authors

  • Gethin James - VCCP

Contributing Authors

  • Richard Bradford - Wavemaker
  • Neil Holloway - Nationwide Building Society
  • Paul Hibbs - Nationwide Building Society

Credited Companies

  • -

How Nationwide found its voice and the difference that made

IPA Effectiveness Awards Case Study 2018


Nationwide had a small share of the declining market in current account switchers. A shift from rational to more emotional advertising produced a temporary improvement. But it took the radical ‘Voices’ strategy, featuring TV poetry ads and a more individual tone across media, to set Nationwide apart from other banking brands. Following this activity, brand differentiation, trust and affinity all rose. Advertising drove an estimated 63k switched accounts and 242k new account openings. Total value created for Nationwide members was modelled at £2.66 for every £1 invested.

Register interest to download case study >