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By Ishbel Macleod | PR and social media consultant

October 13, 2014 | 2 min read

NatWest teamed with comedian Dom Joly in a stunt that saw passers-by sit on and interact with a talking sofa.

Created by M&C Saatchi and directed by Joly, the campaign looks to show the neglected feeling people experience when only new customers are given special treatment.

Derek Hemphill, senior marketing manager at NatWest, explained: “This campaign is all about demonstrating how we are putting loyalty and fairness first. The hidden camera stunt with Dom Joly is the perfect way to illustrate how customers feel about the unfair practice of always giving the best deals to new customers.”

Forming part of the wider ‘Goodbye, Hello’ integrated campaign raising awareness of NatWest and the Royal Bank of Scotland’s commitment to fairer banking, the stunt sees the sofa initially reward people with gifts and jokes, then lose interest when new customers stroll past.

Gabrielle Bell, strategy director at M&C Saatchi, added: “Digital allows us to push boundaries in banking communications, tangibly demonstrating what the promise to put fairness first really means for NatWest and RBS customers. Fairness can be quite an abstract concept, so we have positioned it against the unfair treatment that many people still experience in the form of our fickle and grouchy couch.”

The stunt was filmed at a London shopping centre.

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