Building society Nationwide is running a hyperlocal campaign starring 90s pop star Chesney Hawkes, as it highlights its commitment to keeping high-street branches open.
The campaign follows the building society’s rebrand last year, positioning itself as the protector of high-street branches while “the big banks continue to close theirs”.
Nationwide reassures customers that all its branches will remain open until at least 2026, in stark contrast to other major banks, which it says have shuttered over half of their branches since 2013.
The building society is highlighting its commitment with an extensive OOH campaign created with media agency Wavemaker, advertising agency New Commercial Arts (NCA) and communications agency Hatch, sees up to £10,000 going towards a local good cause voted for by local people.
The launch of the fund took place in Windsor and was supported with a special in-branch gig by Windsor-born pop star Chesney Hawkes, famous for his 1991 hit ‘One and Only’.
Given that HSBC and Barclays both closed the doors to their Windsor branches last year, Nationwide says it’s now the ‘The One and Only’ option left in the city.
Using creative media buying options such as door drops, pedicabs and full-page press wraps, Wavemaker found “engaging” ways to advertise the building society’s commitment to Windsor in the campaign.
NCA also leveraged Windsor’s fame, creating press ads which used key lines such as “Here by loyal appointment”.
Richard Warren, director of brand marketing and experience at Nationwide, said: “We’re absolutely clear about the importance of branches – people of every age group value the ability to actually talk to someone in person – it’s also about that feeling of community and belonging.
“Branches are important which is why we have promised to keep them open. Windsor is one of many places where we are the last branch in town, and we worked with our agencies to show the vital the role we play in this community.”
As Nationwide hits out at its rivals for shuttering branches, earlier this year Santander complained to the advertising watchdog about its campaigning efforts.
