Nationwide used newspapers to land its Voices campaign, allowing the brand to target both young and older audiences.

Nationwide wanted to cut above the noise in a competitive market and differentiate from other banks with a quality AV-led campaign. However, the brand recognised that to improve effectiveness and ROI, it needed to enhance the media mix with a channel that embodied trust, heritage and conviction.

With newspapers in the fold, the campaign could reach both a mixed age range. Titles such as The Daily Telegraph, The Times and The Observer were used to target ABC1 40+, while ads in Metro and the Evening Standard targeted an ABC1, under 40 audience.

A total of 50 insertions ran across a five week period, featuring long-copy poems based on the brand’s TV ads.

Key findings

• Awareness lifted from 17% to 29%
• Consideration rose from 31% to 49%
• Non-customers who viewed Nationwide as ’trustworthy’ increased from 34% to 56% for ABC1 40+ and showed a marked increase in ABC1’s under 40, from 27% to 43%
• The newsbrand association shifted perceptions of Nationwide being "for people like me" from 30% to 43%, and amongst non-customers, perceptions of Nationwide as different from other financial providers increased from 19% to 39%