Magazine article Marketing

Adwatch: NatWest - 'Bankers Mortgage Challenge'

Magazine article Marketing

Adwatch: NatWest - 'Bankers Mortgage Challenge'

Article excerpt

NatWest signed me up when I was an impoverished student with a strong appetite for Mr Wong's famous 'meal for one' and the occasional half of Newcastle Brown Ale. Long years passed and it has seen me go from rags to significant monthly mortgage repayments. As was its master plan - I never really 'churned out', apart from the odd dabble with an Egg credit card - and actually (to its credit), I think NatWest is pretty good at what it does.

For many of us, financial-services brands are probably not top of our Christmas card list. Misselling, hidden and high charges and record profits have all colluded to put the category alongside cat litter in terms of 'respect'.

Having said that, the 'Another way' campaign has been a lovely method of inducing pride in my bank and has actually given NatWest a competitive stance, with humble statements of fact about what it does. I was pleased to be part of it.

Yet this execution, where an 80s-style 'banker' from 'A bank' pulls the wool over his boss' (and consumers') eyes about the brilliance of a mortgage product, in order to get to lunch and a 'frisky young burgundy', feels out of kilter. …

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