Nationwide positions as people’s financial friend
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Nationwide is to introduce a new brand positioning in a campaign that highlights it is a service-led mutual that helps customers navigate their way through financial life.
The activity, created by 18 Feet & Rising, introduces the strapline “On your side”. It aims to highlight how Nationwide can help people manage their finances, whether saving or borrowing.
It follows the “Proud to be Different” campaign earlier this year that attempted to set Nationwide apart from high street banks by highlighting that its mutual status means it can focus on customers and not shareholders.
Nationwide’s marketing director, Andy McQueen, overseeing his first campaign since taking up the job in April, says the new “”On your side” strap is a promise to “help hard working people get on better with their money”.
Earlier this week, Halifax launched its own bid to become the UK’s number one challenger to the biggest high street banks with a campaign that pushed its own service credentials.
View a range of financial marketing efforts from leading brands on Pitch here.
Watch Pitch’s history of Halifax ads here
YouGov Insight:
British Mindset
· 18% of smokers who are less well off (C2DE) are now smoking more than they did a year ago.
· More than a third expressed concern about teenagers hanging around their local streets, with slightly fewer than this (just under three in ten) mentioning the related problem of there not being enough for young people to do in their area.
· 55% of women aged 25-39 claim they have used their overdraft facility in the past 12 months, this compares to 46% of men who have overdrawn on their accounts in the same period.
· 74% of women surveyed are concerned about their own financial situation, compared to 68% of men.
· Young men aged 16-24 are most likely to enjoy going to the gym, with 56% of those surveyed saying that their gym experience is one that they sometimes or always enjoy.
Click here for more information on this YouGov market report
