Nationwide's ‘People Powered Digital Services’ online campaign underlines 'caring staff' guarantee


By John McCarthy, Opinion editor

April 7, 2015 | 2 min read

Nationwide Building Society has kicked off a campaign designed to build awareness of its digital products and services.

The ‘People Powered Digital Services‘ campaign, which is being run by digital specialists Havas Work Club, includes a range of executions over paid, earned and owned media.

The push will generate the sentiment that "Nationwide’s services are better because they are run by caring staff, not automated systems".

Supplementing the move is a 24-hour YouTube takeover featuring the bank's Twitter team, putting into the limelight the profile of the team member powering @AskNationwide at any given time.

Stephen Leonard, Nationwide's chief opertatining officer of marketing said: “Nationwide is already number one for customer satisfaction on the high street – we’re working hard to deliver the same human, personalised focus into our online service.

"As a brand we are using a range of new cross media and digital platforms to communicate and adopting an ‘always on’ model built around helpful and engaging customer content integrated across media."

Martin Brooks, Work Club’s joint chief executive, added: “Nationwide’s digital services are genuinely better because they’re managed by passionate, lively individuals - not by faceless machines. This campaign aims to bring this difference to life.”

This comes after the firm in March launched the 'Money Stuff' YouTube channel to teach and engage young adults and teenagers with how to best handle their finances.


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