Nationwide x Shelter D&AD 2018 Entry
'Use the power of words to explore the younger generation’s worries, hopes and dreams around the meaning of home, home ownership, housing security and living standards. Create meaningful copy for Nationwide and Shelter to reach the hearts or change the minds of your audience'.
Creative Brief for Nationwide and Shelter
The brand personality
Nationwide is a building society that have been partnered with Shelter UK for 16 years. They fund Shelter’s national helpline and some of their services in UK locations.
Problem to be solved
- Not enough awareness on Nationwide and Shelter’s partnership.
- Not enough knowledge of the true homeless statistics in the UK.
- The negative perception of what homeless means and the characteristics homeless people uphold.
Role of communication
- OOH billboard driven
- Bus stops
- Print
- Social media (YouTube, Facebook, Instagram)
Objectives
- Boost the number of mortgages provided by Nationwide to 35-65 year olds by 5%
- Boost awareness of Nationwide’s core value to people 25+ by 15%
Target audience
- Nationwide consumers
- 35-65
- London based
- ABC1
- Charity donors
Consumer insight
‘I want to invest in something ethical, and donate to charities without the hassle’.
Positioning
We want to re-establish the brand’s values and give it less of a ‘bank’ feel. They are a building society helping people, not just a bank.
Proposition
A building society, building society.
Reasons to believe
- In England, more than 14,000 households headed by young people were accepted as homeless during 2013/14.
- In England, the biggest single recorded reason for homelessness is the loss of an assured shorthold tenancy – the type of tenancy most commonly held by private renters.
- 26% are homeless due to a shorthold tenancy as opposed to 5% ‘other’ e.g addiction.
Desired response
- People to be more aware of Nationwide’s mission and begin to set them apart from regular banks
- Change people’s perception of homelessness
Tone of voice
- Positive
- Uplifting
- Light-hearted
Mandatories
- Not emotionally persuasive, however motivational
- Avoids guilt and bribes