How Nationwide found its voice and the difference that made

Nationwide, a building society, encouraged people to switch to its bank by creating a campaign that got regular people to tell their own stories, to show that Nationwide can help all of them.

Campaign details

Brand: Nationwide Building SocietyAdvertiser: Nationwide Building SocietyAgency: VCCP; Wavemaker London

Introduction

This is the story about how communications has helped a building society become a leader in the traditionally bank-dominated current account switching market.

It is a story that hinges on two pivotal moments for the brand.

First, when it stopped trying to sell current accounts by talking rationally about them and realised that advertising works hardest when it seeks to create an emotional response. And ...

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