In 2016, Nationwide launched its ‘Voices’ campaign – a series of ads giving real people a voice on the things that matter to them, via the medium of spoken word.
These real world experiences are linked back to Nationwide propositions, to demonstrate how the Building Society can support people’s lives.
Idea
The latest campaign aimed to increase awareness and consideration of its ‘Refer A Friend’ initiative – a celebration of friendship and loyalty, with Nationwide committing to give you and a friend £100 each should they join.
The 60” ad ‘Pals’ features a poem by young adults Toby and Laurie in a photo booth. They talk about their unique friendship - from what they cherish to what they couldn’t do without - emphasising its importance in today’s society.
Alongside cinema, AV copy also ran on TV, YouTube and VOD with wider media support from newspapers, magazines and Facebook.
Cinema was a great fit as it allowed Nationwide to reach groups of friends together in an environment where they could be engaged by the emotive and relatable message.
Nationwide bought a film pack in Kingsman: The Golden Circle and an AGP, ensuring its ad ran across a range of titles including Blade Runner 2049, Thor: Ragnarok and The Death of Stalin.
