Nationwide Building Society: How playing the long-game paid dividends

British building society Nationwide ran a long-term TV campaign to attract new current account customers, ensure liquidity for mortgage and savings products, and strengthen brand position.

Campaign details

Brand: Nationwide Building SocietyBrand owner: Nationwide Building SocietyEntrant company: VCCP, LondonMedia: Wavemaker, LondonMarket: United KingdomSector: BanksMedia channels: Television, Video on demandBudget: Over 20 million

Executive summary

Nationwide is a building society which is like a bank, but owned by its members rather than shareholders. As the UK's largest building society, Nationwide is strong in mortgages and savings, but its weakness in current accounts put it at a disadvantage. To level the playing field, Nationwide needed to continue to grow mortgages and savings, and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands