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Payday Saveday: Managing Your Money

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In response to a savings crisis in the UK - where more than 11 million people have less than 100 pounds in savings - Nationwide Building Society has launched a new widespread advertising campaign. It is aimed at encouraging people who are not currently putting any money away to start saving something, no matter how small, and regardless of who with. The 'Payday Saveday' campaign will utilise a variety of different advertising and marketing channels including TV, radio, newspaper, posters as well as the Society's owned channels. The campaign was developed with the Society's lead creative agency VCCP with media planning and buying by Wavemaker. The campaign will use comedy to try and make what can be a difficult subject into something both relatable and light-hearted. And, as with all of Nationwide’s previous adverts, all the words were written solely by the people involved in each advert. The adverts were created by organising and filming a stand-up comedy night involving several up-and-coming comedians who took the theme of savings and put their own personal spin on it in front of a live audience. The approach to use humour and stand-up comedy is one which research confirmed was successful in engaging people on a topic they typically ignore. Instead, people found the adverts relatable, accessible and authentic. This latest campaign forms part of the Society’s wider ‘Voices Nationwide’ advertising, which aims to celebrate people’s lives and stories in their own words. The use of comedy for this campaign sees a new genre of voice being showcased following on from previous adverts involving spoken word, music, and everyday overheard conversations.

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