The Drum Awards for Marketing - Extended Deadline

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By Gillian West | Social media manager

April 23, 2014 | 1 min read

NatWest is highlighting the ease and simplicity of its mobile banking app with a campaign featuring a little girl who thinks her mum is magic.

Created by M&C Saatchi and produced by Rattling Stick, ‘Magic’ is narrated by a little girl and highlights the ways in which NatWest’s mobile banking app offers customers fast, easy and secure ways to bank on the move.

Jason Lawes, creative director at M&C Saatchi, added: “All children believe their mum is magic and our ad plays on that. Through the eyes of innocence we are able to demonstrate how Mum deals with life's little dramas using the NatWest Mobile Banking App as her secret weapon.”

The integrated campaign is set to run across TV, OOH, press, VOD and social and includes NFC enabled outdoor work and an ‘immersion zone’ tunnel wrap at Waterloo station.

Running from mid-April there is also a Royal Bank of Scotland version of the same ad for customers north of the border.

Rbs Natwest

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