Nationwide brings mortgages to the fore with its latest ads
Nationwide Building Society is extending its ongoing 'On Your Side' campaign with its first promotion for mortgage products in five years.
Nationwide: promotes mortgages in new ads
The financial services brand, which unveiled its new brand positioning in September, will launch a TV, radio and in-branch campaign on 6 February, promoting its 'Save To Buy' product, which offers first-time buyers mortgages with a 5% deposit.
Ads will also feature Nationwide's offer of a £500 discount off all £900 product fees for first-time buyers, and its "free, independent and interactive" online first-time buyers' guide. The campaign, by 18 Feet & Rising, again features the 'Magic Carousel' creative and will run through to 3 March.
Nationwide shifted to a greater product focus in December, with its first campaign promoting current accounts in three years. Marketing director Andy McQueen told Marketing it was important to justify its 'On Your Side' claim.
He said: "Having spent a few months establishing the creative, we need to add proof points to back up [the brand position]. Especially with mortgages, we've been hiding our light under a bushel, and we needed to remind customers what we're offering."
McQueen, who was promoted to the top marketing role in April 2011, also hinted that the brand was working on the follow-up to its 'Magic Carousel' creative theme.
He said: "The issue for us is 'On Your Side', not the carousel, so if we come up with another way of illustrating that then we would look at it."
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- PR Account Manager fishtank 24k to 33k per year GBP, Surrey
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- Junior Account Manager fishtank 22k to 28k per year GBP, Buckinghamshire
- senior planner > SPORTS BRANDS collectivo Up to £90,000 plus benefits, London
- Head of Media, Marketing & Communications PGA Competitive, Sutton Coldfield, West Midlands
- Graphic/Web Designer fishtank 27k to 35k per year GBP, United Kingdom
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...