Newcastle Building Society Consumer ISA campaign

The challenge

With such a huge choice in ISA options how could we encourage more people living in the North East choose to invest their money with Newcastle Building Society (NBS). Our challenge was to differentiate NBS and generate an uplift in product uptake and generate footfall into branches.

The approach

At a time when many high street banks and building societies were closing their doors and pushing customers to online channels. Newcastle Building Society (NBS) had a strong point of difference in committing to opening more high street branches.

And with so many ISA choices and confusion we wanted to showcase the benefit of having access to friendly face-to-face advice on the high street. We focused on the in-person expertise to cut through the complexities and provide personal guidance on developing a savings plan that worked for each individual. Resulting in a simple value proposition for the campaign “Your friendly ISA and Investment experts on the high street”.

The campaign leveraged friendly, approachable imagery of real in-branch advisers, a light friendly tone of voice and a call to action of “pop in to your local branch” for a conversation.

The results

The campaign has just launched in branches and across local media channels and we’re awaiting results.