They say money makes the world go round. We think it's people

New Nationwide advertising campaign puts people first and wears its customer focussed brand credentials on its sleeve

30 July 2014

Nationwide kicks off a major integrated campaign this weekend (Saturday) with a new TV advert that has been created to show what makes it different to other financial organisations – people. The advert uses time lapse photography to create a unique photo-journalism style film capturing a day in the life of people across the UK. It ends with the tagline ‘They say money makes the world go round. We think it’s people.’ 

Stephen Leonard, Nationwide’s Chief Operating Officer for Marketing, explains: “This campaign represents the customer and people focus that sits at the heart of Nationwide and mutuality, and fundamentally differentiates us from the major banks. 

“The campaign is absolutely built from the ‘inside out’ – it’s an authentic reflection of the brand truth, recognising the things that Nationwide believes in, the values that our customers hold true and the way that our employees put people first.” 

The new campaign comes hot on the heels of one of Nationwide’s most successful years ever, with the Building Society helping record numbers of first time homebuyers, savers and current account customers, as well as being ranked number one on the high street for customer satisfaction, trust and fairness*. The Society also ranked top for high street financial service providers in the YouGov Brand Index.

Stephen Leonard explains: “Nationwide is consistently the most trusted major high street brand in financial services with high customer satisfaction. Nationwide’s scale, multi-channel service and customer focused ethos makes it the credible alternative to the major banks.” 

Directed by award winning director Simon Ratigan and created by advertising agency 18 Feet & Rising, the ad marks a shift towards building the Nationwide brand. It will be sound-tracked by Kylie Minogue’s acoustic version of ‘I Believe in You’, recorded live at Abbey Road. 

In addition to the TV spots that will run till October, the ‘We think it’s people’ campaign is integrated across digital, print and outdoor advertising. There will also be a significant internal engagement campaign, including the use of social media, as the new TV advert embodies the values of PRIDE, a set of principles for the way Nationwide employees engage with customers and their colleagues. 

Over the coming months the campaign will link to a whole store of digital content that provides members and new customers alike with more insight into what makes Nationwide tick, such as our Living on your side Citizenship campaign and support for a range of charities and good causes, or our innovative use of technology to provide great customer service, including our award winning mobile banking app and the V.me by Visa payment wallet that Nationwide pioneered. 

Please contact us for copies of the latest press ad. Our TV ad will be published on our YouTube channel on Friday.

Notes to editors: 

*Satisfaction & fairness: Gfk NOP Financial Research Survey 12 months ending March 2014. 59,935 interviews. Combined customer satisfaction for current accounts, mortgages and savings. High street defined as Barclays, Halifax, HSBC, Lloyds TSB, NatWest and Santander 

Trust: Nationwide Brand and Advertising tracker  compiled by Independent Research Agency, 12 months ending March 2014. Financial brands included Nationwide, Barclays, Co-operative Bank, First Direct, Halifax, HSBC, Lloyds, NatWest and Santander 

Nationwide is the world's largest building society as well as the second largest savings and mortgage provider in the UK. It is also a major provider of current accounts, credit cards, ISAs and personal loans. Nationwide has around 15 million customers.

Customers can manage their finances in a branch, via the mobile app, on the telephone, internet and post. The Society has around 17,000 employees. Nationwide's head office is in Swindon with administration centres based in Northampton, Bournemouth and Dunfermline. The Society also has a number of call centres across the UK.

Customers can manage their finances in a branch, via the mobile app, on the telephone, internet and post. The Society has around 17,000 employees. Nationwide's head office is in Swindon with administration centres based in Northampton, Bournemouth and Dunfermline. The Society also has a number of call centres across the UK.

Please note: If you are a customer looking for information on our products and services, please visit the main website.