Nationwide Anglia Flex Account: How advertising helped a building society put an end to a banking monopoly

Launch of a new current account for a building society to compete with the banks for the first time. Research used to design a product suited to consumer needs. Account offered interest and no transaction charges. A multi media campaign was used and direct links can be shown to new business gains and success in reaching the target market. Given the difficulties of getting consumers to change their current accounts the success was particularly important.