How Advertising Helped Nationwide Sell its New Product Range

Andrew Roberts

Describes a 1981 campaign by Nationwide Building Society to sell three new savings products. Television was used.
Agency: D'Arcy Macmanus & MasiusAuthor: Andrew Roberts

How Advertising Helped Nationwide Building Society Sell its New Product Range

SYNOPSIS

This case history demonstrates how a heavyweight advertising campaign which concentrated on a tangible, simply expressed consumer benefit transformed the competitive performance of Nationwide Building Society. In July 1981 Nationwide introduced three new products to match those currently on offer from other major building societies. Their main benefit was to offer high interest and greater flexibility for withdrawing money at short notice, and this benefit was expressed by harnessing the three products together through the headline...

WARC subscribers can sign in to keep reading

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