The Nationwide Fairer Share

Nationwide Building Society is highlighting its commitment to its members over profits in a straight-talking campaign to launch The Nationwide Fairer Share.

Because Nationwide is a building society and not a bank, they can do things a little differently. Like putting members before profits. The Nationwide Fairer Share is part of their ongoing commitment to rewarding their members. The initiative will see eligible members receive the Nationwide Fairer Share Payment, a £100 share of Nationwide’s profits. In addition, Nationwide will be offering members the Nationwide Fairer Share Bond, an exclusive savings bond for existing members that pays 4.75% AER/gross a year fixed on a two-year term.

The creative executions feature bold statements in Nationwide’s signature dark blue and red colours. The various statements, seen across multiple media channels, include:
“We have something important we’d like to share. Our Profits.”
“When we profit, so do our members.”
“We share our profits with our members. But we don’t like to shout about it.”

New Commercial Arts worked with Nationwide to create the naming and branding of the initiative alongside developing the creative executions. Wavemaker UK were responsible for media planning and buying, activating large format, premium outof-home, including stand-out formats such as the Clapham Colossus, domination of Bank tube station, and digital screens across major conurbations and transport hubs nationwide. The OOH activations will also include prominent banking hubs Canary Wharf and The City of London.