Nationwide to sponsor ITV documentaries in 12 month deal
Nationwide will sponsor ITV documentaries over the next 12 months.
The building society is using the sponsorship to further prove to potential customers how people-focused it is.
The idents, created by Mr President, feature what appear to be serious documentary interviews before being revealed as real customers talking to Nationwide employees or using Nationwide’s multi-channel services.
Nationwide’s chief operating officer for marketing Stephen Leonard said: “As a brand we are utilising a range of new cross media platforms to communicate via an ‘always on’ model with helpful and engaging customer content. This 12 month sponsorship supports this strategy by actively demonstrating Nationwide’s outstanding customer experience and continues to build brand awareness.”
The sponsorship covers 80 hours of programming including Slow Train through Africa with Griff Rhys Jones, Perspectives and Trans-Siberian Express with Joanna Lumley.
It comes after Nationwide appointed VCCP to its creative agency roster last month.