NatWest wanted to raise awareness of NatWest Thrive, a money-confidence program designed to help young people develop the self-belief, confidence and money skills to achieve their aspirations.
Idea
Knowing that contextualisation of the ads will help boost engagement and cut-through, the bank collaborated with DCM Studios and Sony Pictures to create a film partnership with Gran Turismo – withthe film’s themes of dedication/commitment leading to a dream becoming reality, making it the perfect fit. DCM Studios produced a 60” copy showcasing 9 aspiring film makers on site recreating a shot from the film, with Sony providing the car that was used in the filming of Gran Turismo.
Plan
Before running in a Silver Spot in Gran Turismo, NatWest also ran the ad across 16-34 Adults AGP titles across July – August to build up awareness of the campaign.
Results
Exposure to the contextual NatWest Thrive ad in cinema helped improved NatWest’s key campaign objectives.
+233%
increase in prompted awareness of NatWest Thrive
+46%
uplift in consideration, with two thirds of those exposed to the cinema ad being likely to consider NatWest, vs. control
+29%
uplift for key statement - ‘NatWest gives people the confidence to kickstart their future’.
