RBS & Natwest
ahead for business

The ‘All by myself’ DRTV ad told the story of businesses connecting through NatWest’s Bizcrowd.

The ‘Tired of waiting’ DRTV ad focused on the NatWest commitment to ‘always on’ business banking.

The ‘Under my skin’ DRTV ad told the story of NatWest relationship managers working closely with small businesses.

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In-branch communication

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On-site messaging

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Press advertising

CHALLENGE

After the collapse of the UK banking industry in 2008, RBS/NatWest needed to provide tangible evidence of its efforts to help UK business run better. They went back to basics to provide a better service for their customers. Our challenge was to tell those stories in a captivating and believable way.

MAKING IT MATTER

Lots of banks say they share their customers’ dreams and ambitions, but it can come across as insincere. We decided to talk about customers fears and frustrations too. Our TV commercials delivered honest acknowledgements that banks should do more to help businesses and highlighted key areas where the bank was working hard to make a real difference throughout the customer journey. And not just talk the talk.

CONCLUSION

The campaign improved our NPS score by 2 percentage points for Business Banking, and 6 points for Commercial Bank. Conversion from call to appointment increased by 35.1%. Web traffic increased by 166% and app downloads by 76% in the first week alone. Just as importantly, the campaign was embraced internally as a true reflection of what the staff do every single day – help businesses survive and thrive.