Nationwide Building Society: The team that took on the savings crisis

Nationwide, a banking brand, returned to growth in the UK by launching the PayDay SaveDay campaign that encouraged consumers to save through the use of comedy films, print and OOH ads.

Executive Summary

11 million people have less than £100 in savings. That's a worryingly large amount of people who would struggle to cope financially if they received an unexpected bill.

Nationwide wanted to do something about it. But it was also suffering from some challenges of its own. With household finances being squeezed by Brexit uncertainty on one side and the newly "ring-fenced" banks triggering a race to the bottom on mortgage lending on the other. Nationwide's was under significant commercial pressure.

The team rose to the challenge, launching the Payday Save Day campaign based on a simple truth: it's...

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