Building society Nationwide is launching a £1.6m ad campaign to support its new regular savings account. The work, created by Leagas Delaney, is the latest execution featuring comedian Mark Benton, and continues its “proud to be different” stance, showcasing how the building society is different to banks.
Leagas Delaney’s brief was to produce an ad to launch the regular savings as the account with “no catches” by offering great savings that last.
It follows Nationwide executive director Stuart Bernau’s assertion last week that rivals offer “smoke and mirror” savings accounts, as revealed on marketingweek.co.uk. He lambasted rivals for offering products with catches rather than giving consumers a “genuine” product.
In the 40-second ad Mark Benton, the bank manager, explains how the bank’s savings rates are initially aimed at convincing customers to open an account, but are in fact only a short-term ploy to “hoick” them in, and do not provide any long-term value. There will also be press and outdoor executions of the campaign.
TDA produced the direct marketing activity that will accompany the above-the-line campaign.