HOW NATIONWIDE FOUND ITS VOICE AND THE DIFFERENCE THAT MADE
Nationwide had a small share of the declining market in current account switchers. A shift from rational to more emotional advertising produced a temporary improvement. But it took the radical ‘Voices’ strategy, featuring TV poetry ads and a more individual tone across media, to set Nationwide apart from other banking brands. Following this activity, brand differentiation, trust and affinity all rose. Advertising drove an estimated 63k switched accounts and 242k new account openings. Total value created for Nationwide members was modelled at £2.66 for every £1 invested.