Nationwide plays on New Year resolutions in OOH campaign
Nationwide Building Society has launched an OOH campaign encouraging both members and non-members to check whether they could be eligible for a £175 current account switching incentive.
The campaign, which has appeared on digital billboards in London, features the headline “Gain £175 this January”, using a playful double meaning to reference common New Year’s resolutions around shedding post-Christmas weight.
The creative contrasts the idea of “losing pounds” at the gym with the possibility of gaining £175 by switching a current account to Nationwide.
Supporting copy on the advert reads: “Switch your current account to the Which? Banking Brand of the Year and get £175”, positioning the offer alongside the building society’s consumer recognition while highlighting the financial incentive.
The campaign centres on Nationwide’s current account switching offer, which provides a £175 payment to customers who complete a full switch from a non-Nationwide account.
To qualify, customers must use the Current Account Switch Service to move to a new or existing FlexDirect, FlexAccount or FlexPlus account, close their previous account and transfer at least two active direct debits.
Both requirements must be met within 31 days of opening a new Nationwide account or requesting a switch to an existing one. The £1,000 can be paid in as a single deposit or across multiple payments.