Nationwide: The Launch of Flex Account
Launch of Nationwide Building Society's new type of bank account (FlexAccount). Objective: to communicate product benefits, stimulate account openings (1 million target within 2 years). To differentiate from competitors. Strategy adopted anti-bank stance. Media: TV, radio, cinema, national press. Evaluation: 1 million account opening target was surpassed, 4 months ahead of schedule. FlexAccount was clearly differentiated within the market. Highly successful.