Magazine article Marketing

Radiowatch: Nationwide - 'Antidote'

Magazine article Marketing

Radiowatch: Nationwide - 'Antidote'

Article excerpt

Unlike many high-street banks, Nationwide is an oasis of simplicity and fairness. We know this because this message has underpinned its communications for the past two-and-a-half years. Nationwide is proud to be different, which affects what it says and how it says it.

This ad features cross-Channel swimmer David Walliams and Rob Brydon acting out a bank manager/customer scene. The manager (Brydon) offers the customer (Walliams) the chance to vote on whether he should grow a moustache or a goatee. Neither is a good look in my opinion, especially on a bank manager, and the customer says he wants to vote on something of consequence. Hence the key message: unlike banks, Nationwide lets customers, not shareholders, vote on its business.

The ad is an extremely well-written, well-cast and well-executed piece, with both actors selected not because of their fame, but because they are fantastic radio performers. The media strategy, which focused on reaching an ABC1 audience on the right stations at the right time, was equally effective.

This is a great example of how finance brands can thrive in the radio environment. …

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