Nationwide Building Society: How do you research a poem?

Nationwide Building Society, a British financial services company, used a bespoke research methodology to provide feedback on Nationwide's 12 emotionally powerful poems.

A new model of advertising

The Nationwide Voices campaign is not like other advertising campaigns. They have put more than a dozen ads on TV in the first five months of the campaign (even more on social media). Each ad is 90% poem and 10% marketing message. The poems are the poets own words (ie performed and written by a real poet not the advertising agency) about a subject that is important to the poet ('motherhood' or '70s nostalgia') rather than a marketing message that is important to Nationwide.

Any one of these points would mark this campaign out as...

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