Nationwide Building Society is promising it’s ‘a good way to bank’ in a brand refresh campaign that has enlisted the help of Hollywood star Dominic West.
Showcased across AV, press, out-of-home (OOH), digital and radio, the campaign challenges rival bank’s corporate greed, while highlighting Nationwide’s pledge for customer-centric banking.
The advert features the bank’s new branch brand identity, which is being rolled out across all 605 of its branch network – its most significant brand refresh since 1987.
Produced by Hungry Man and with media strategy from Wavemaker, the full brand redesign along with the new advertising has been created by New Commercial Arts, who won the business earlier this year.
Focusing on Nationwide’s commitment to keeping branches open, the ad sees West play the role of boss of a corporate rival bank, that is determined to introduce cutbacks and branch closures that affect its customers.
The 60-second TV spot features an assistant, played by comedian Sunil Patel, questioning his boss’ cutbacks, before the advert pans to a Nationwide branch across the road – noticeably more vibrant than the corporate grey setting the characters are in.
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To again highlight the difference between Nationwide’s approach and other banks, the fictional boss responds to his assistant’s question of who customers can turn to if the in-person branches close, with ‘Well that’s what chatbots are for’. 
Directed by award-winning director Bryan Buckley, ‘A Good Way to Bank’ concludes with a voiceover stating ‘Unlike the big banks, we’re not closing our branches’.
The campaign underlines Nationwide’s current Branch Promise, to not leave any towns or cities in which it is based until at least 2026, and aims to present itself as a sharp contrast to recent branch closures from the rival Big Six traditional banks.
The advert and rebrand follow recent research from Nationwide reveals that around two-thirds of people (63%) value their local branch, with face-to-face service given as the top answer as to why (40%).
“This campaign marks a new chapter for Nationwide as a modern and confident challenger to the big banks,” said Nationwide director of brand marketing and experience, Richard Warren.
“We don’t have shareholders, so we can focus entirely on our customers and doing what’s right for them. I believe the new campaign will resonate with everyone who feels that too often today big corporations fail to act in their customers’ best interests.”
NCA chief strategy officer, David Golding, added: “It’s a privilege to be working with a brand like Nationwide. It’s a true challenger to the big banks with something to say and a fresh desire to be more seen and heard.
“Our new brand design and advertising campaign heralds a more confident Nationwide, proudly standing apart from the traditional big banks and the people who run them.”
Wavemaker chief executive officer, Kelly Parker, commented: “Nationwide is entering an exciting, bold new phase of its brand journey, reclaiming its rightful status as a challenger to the big banks.
“Our media approach reflects that ambition, with a plan that will capture the attention of audiences and spark new opinions of the brand at scale.”
The campaign will be supported by OOHs (taxi and bus wraps), audio channel activities (including podcast host reads across The Rest is Politics and The Rest is Money) and wider media channel support, such as cinema, VOD, YouTube, and digital display.
2 Comments. Leave new
No doubt this will be replayed on tv news when they start closing branches.
The advert is brilliantly produced I love the humour abd quality of the acting from both Actors