Despite having appointed VCCP to its creative account back in March, Nationwide have opted to keep their latest campaign in-house. The “On Your Side For Generations” campaign is built around a new 90 second TV ad, which will break during the final of Britain's Got Talent on ITV this Sunday (May 31). The integrated brand campaign launched yesterday with a YouTube takeover supported by an extensive social media, digital and online video campaign, as well as press, cinema, owned and branch activity. It's understood that VCCP will work on future campaigns, and they are lending Nationwide a hand in pushing out this interim work.
Nationwide have opted to keep their “On Your Side For Generations” campaign in-house
The campaign continues to build on the bank's “People before money” brand platform by incorporating emotive and powerful storytelling to demonstrate that nationwide uniquely puts customers first and has been on their side for generations. The ad (below) tells the story of a relationship between a father and his son through generations, with the narrative built around a special scarf and the Nationwide employee who goes beyond the call of duty to return the item when it's lost. It features a specially produced version of the track “I’ll keep you safe” from Sleeping at Last (who provided music for the recent Budweiser Super Bowl advert). The film was developed by Nationwide and directed by Aspect Film and Video, with media from Havas.
Nationwide – On Your Side For Generations
Stephen Leonard, chief operating officer of marketing at Nationwide, said of the campaign: “As the world’s largest building society we have been on our customers’ side for generations. This brand campaign communicates our unique human values and delivery of an outstanding customer experience. The Nationwide brand is increasingly being seen as the compelling alternative to the high street banks. It is this difference that may help explain why we have now become the UK’s most trusted financial services brand with the most satisfied customers. At Nationwide we aim to be an authentic brand that consistently ‘does the right thing’ to create a virtuous circle for customers, employees and communities. Last week Nationwide recorded strong results demonstrating that it is possible to be successful by doing the right thing.”
VCCP has worked with easyJet to release a number of fun Vine videos
In related news, whilst VCCP might not have been given the Nationwide mandate, the agency has recently unveiled some a rather exciting new easyJet work. The agency worked with Europe's leading airline to release a number of fun Vine videos in order showcase their latest innovations, all of which are available via the easyJet app. The videos, created by Vine artist SupaShakes, highlight a number of the apps features including Online Check-In, Mobile Boarding and Flight Tracking. One vine also demonstrates the ability to search, book and manage flights on the app, allowing customers to keep all of their travel information in the palm of their hand. The easyJet app, which has been downloaded over 12 million times, is a now available on the Apple iWatch.