Royal Bank of Scotland/NatWest: Get cash

M&C Saatchi

The team

Derek Hemphill – Senior Marketing Manager, Digital Media
Adam Lotz – Senior Strategist
Tom Horbye – Senior Account Manager
Karl Woolhouse – Senior Digital Art Director
Dylan Glover – Senior Digital Copywriter
Federico Valori – Digital Project Director

Other contributor

Sapient Nitro – Digital build

How did the campaign make a difference?

The target audience (parents) often reject what they perceive to be unnecessary technology, but are easily influenced by their kids to use newer technologies. This campaign got students to ask their parents for cash, introducing them to Get Cash. In 24 hours, over 2,200 unique songs were sent, asking recipients to download the app and send money. Downloads experienced an average uplift of 63%. Usage increased from a value of £7,500 to over £1.2m.

What details of the strategy make this a winning entry?