Nationwide Building Society has launched a marketing campaign promising to pay its members an incentive payment when it makes a profit.
The “Nationwide Fairer Share” campaign was devised by New Commercial Arts with Wavemaker responsible for the media planning and buying.
The campaign sees adverts appearing on major billboards and out-of-home formats such as Bank tube station and at the Clapham Colossus. It is also running in print media and financial publications and included full digital homepage takeovers in the weekday and weekend editions of major consumer-facing financial titles.
In a statement, Catherine Kehoe, chief marketing and corporate affairs officer at Nationwide Building society said the campaign was designed to showcase the difference between organisations which profit investors and Nationwide, which is solely for its members.
“Nationwide’s purpose is to offer banking, but fairer, more rewarding, and for the good of society,” she said. “That’s why we have introduced the Nationwide Fairer Share, which will see us return even more value back to members.”
James Murphy, founder and CEO of NCA, described the campaign as “game changing” while Genna Trentham, Wavemaker UK’s client managing director said the campaign demonstrating the mutual’s “difference, with unmissable impact and scale.”
In a media statement announcing the campaign, NCA said that the new initiative will see Nationwide members receiving a £100 share of the mutual’s profits. The campaign started in May 2023.