Natwest have taken the world of banking to super-social levels in recent weeks, with the launch of two campaigns which reflect their brand positioning ‘helpful’.
First up, the M&C Saatchi client jumped on the insight that when a friend has borrowed cash, it can be kinda awkward asking for it back. Never a problem creativity can’t solve, and the launch of the IOU Team YouTube takeover and dedicated microsite has been enabling friends to send personalised vids, created from a huge range of hapless characters. The funny vids cleverly defuse any social awkwardness, and come with the tip of a hat to the benefits of using Natwest’s payments app.
Next, responding to the fact that many of us go straight to Google when learning about buying homes and mortgages (and that video ranks incredibly high in search) the bank has launched a YouTube-driven video series called Moving Tales, in which down-to-earth Natwest customers explain their own experiences of home purchases in everything from Gazumping, to asking the right questions of conveyancers and solicitors, through to the types of mortgages that suit different people. It places Natwest mortgages front & centre in consideration for those moving home while once again, being genuinely helpful.
Because the campaigns are not exclusively aimed at Natwest customers, everyone can get a taste of what it means to have a bank that knows how to be helpful. Strong moves.