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Ad of the Month - June 2010
Nationwide Building Society "Little Britain" Online (click to view ad)
Leagas Delaney
"We're proud to be different” is the Nationwide slogan - James Boulton, Nationwide's Divisional Director of customer strategy and marketing, said: "The new TV ads are iconic, full of humour, and their extreme nature is a natural foil for the common sense approach Nationwide has to financial services. These ads are further evidence of our commitment to showing how our mutual model, combined with great service, and a commitment to long-term value for our members, makes us very different."
Exactly how Nationwide is different is more than interest rates – arguably the sense of humour sets them apart from other financial institutions and makes them more approachable, human and relevant to the UK consumer.
The campaign has some very amusing TV ads, especially around the World Cup, but the online ad for home insurance, featuring the scary Diet Club leader character Marjorie Dawes, stood out in terms of its simplicity and humour. Built on the insight that for many consumers, 100 days of free cake would actually be more immediately attractive than 100 days of free insurance demonstrated empathy as well as an ability not to take itself too seriously!
Also impressive in these days of transparency and customer accountability is the "Q & A" section on the Nationwide website, answering questions like "Are your ads an economical use of your customers' money? Should you not be investing in improving savings rates and customer service levels?" – Nationwide's answers are playing their part in improving the public's understanding of impactful communications having a vital role in business success.
Leagas Delaney
"We're proud to be different” is the Nationwide slogan - James Boulton, Nationwide's Divisional Director of customer strategy and marketing, said: "The new TV ads are iconic, full of humour, and their extreme nature is a natural foil for the common sense approach Nationwide has to financial services. These ads are further evidence of our commitment to showing how our mutual model, combined with great service, and a commitment to long-term value for our members, makes us very different."
Exactly how Nationwide is different is more than interest rates – arguably the sense of humour sets them apart from other financial institutions and makes them more approachable, human and relevant to the UK consumer.
The campaign has some very amusing TV ads, especially around the World Cup, but the online ad for home insurance, featuring the scary Diet Club leader character Marjorie Dawes, stood out in terms of its simplicity and humour. Built on the insight that for many consumers, 100 days of free cake would actually be more immediately attractive than 100 days of free insurance demonstrated empathy as well as an ability not to take itself too seriously!
Also impressive in these days of transparency and customer accountability is the "Q & A" section on the Nationwide website, answering questions like "Are your ads an economical use of your customers' money? Should you not be investing in improving savings rates and customer service levels?" – Nationwide's answers are playing their part in improving the public's understanding of impactful communications having a vital role in business success.