The Problem
Financial services ads typically rank low in terms of humor and effectiveness.
These ads struggle to stand out and be memorable within their category.
Nationwide's Solution
A humorous, disruptive ad campaign focused on their 'A good way to bank' brand platform.
The 'In your best interest' ad specifically uses lighthearted wordplay and a relatable scenario to poke fun at the stuffiness of traditional banks.
The Results (according to Kantar's study)
High Impact: The ad landed in the top 8% of all UK ads for humor and was in the top 20% in terms of distinctiveness.
Emotional Connection: Viewers found the ad enjoyable, funny, and able to evoke strong emotions.
Brand Recall: 53% of people surveyed couldn't miss that it was a Nationwide ad, far exceeding averages for both general and financial services advertising.
Positive Perception: The ad created a sense that Nationwide was relevant, motivating, and stood out from the competition.
Key Takeaways
Humor is Powerful: In a serious category, well-executed humor can be extremely effective for cutting through the noise.
Creative Disruption: Challenging industry norms can create memorable and impactful ads.
Brand Consistency: The 'In your best interest' ad is part of a successful wider campaign, demonstrating the importance of a strong, consistent brand platform.
Comentarios