Nationwide
We care more about people than money. We all know we shouldn’t let money rule our lives. But money is our most cited single source of stress. We all wish we were better at managing it and are notoriously irrational when it comes to dealing with it (just look at credit card behaviour.) Isn’t there a better way to look at the world that could help us get on better with our money and our lives? These were the questions thrown up by a state-of-the-nation piece of research we commissioned. What became clear was the need to communicate the deeper emotional ‘why’, behind the rational ‘what’ of mutuality: we care more about people than money.
On Your Side. ’People before money’ needed a single-minded, pithy phrase which could act both as an internal rallying cry and customer promise. This became ‘On Your side’, which formed the basis for several executions, each telling the story of how Nationwide puts its members before profits and people before money.
Nationwide saw a 52% uplift in consideration over the 4 year ‘On Your Side’ campaign, driven by increases in brand image metrics including ‘cares about me’ and ‘different to other banks’.