New campaign – Nationwide regular savings

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.

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here