NatWest social media 2012/2013

Adam Lotz

Campaign details

Brand owner: The Royal Bank of Scotland Group
Agency: M&C Saatchi and Zenith Optimedia
Brand: NatWest
Country: UK

Executive summary

On the 20 June 2012, NatWest faced the unthinkable: a consumer-wide banking systems' crash. For an extended period of time, it left millions of customers unable to perform the most basic banking functions. The impact was severe. One account holder was threatened with the discontinuation of their life-support machine in a Mexican hospital, whilst another was held in prison as a result.

This crash was the catalyst for NatWest to launch a properly developed social and creative strategy, to ensure that the bank would always be where their customers were, and able to provide help and advice when they needed it. This was certainly the first step towards ensuring that all customers would be serviced in an effective manner.