NatWest launches campaign in bid to modernise image

natwest campaign 'tomorrow begins today'

‘Tomorrow Begins Today’ is the new brand campaign aiming to drive re-appraisal of NatWest, modernising the bank to achieve sustainable growth.

Inspired by the NatWest Group purpose, to champion potential, helping individuals, families and businesses thrive, ‘Tomorrow Begins Today’ shows how NatWest empowers you to take actions today, so you can achieve your goals for tomorrow sooner.

NatWest targets growth through ‘modernising’ image

They do this by removing the obstacles (lack of access and motivation) that stop you making the best financial decisions for you.

Developed by The&Partnership, the campaign shows how taking small, simple steps, right now, like using the NatWest app to set a Savings Goal or track your spending against a budget, can make a positive difference to your financial future. ‘Tomorrow Begins Today’ is an aspirational promise, that NatWest will empower you to get where you want to be, and a rallying cry to stop procrastinating and take action.

“We want to show customers we truly care about them reaching their goals, with a brand character that is expert, empathetic and encouraging”, Margaret Jobling, Chief Marketing Officer at NatWest Group, said.

“Many people feel that they don’t know where to start when it comes to finances, which holds them back. We are the bank that truly champions potential, and we want to help drive better financial decisions.

“We know young people in particular have been impacted during the pandemic, but we can give our customers a clear idea of where they stand with their finances and what they need to do to move forward.”

December soft launch

The campaign ‘soft’ launches with radio, digital audio, social and print in December, with media planned by Zenith.

NatWest’s simplified, full-funnel comms plan aims to unify its motivating proof-points under its Big Idea, ensuring it changes minds and behaviours. Further activity, including TVC, OOH and partnership, will follow in Q1 2021.

The campaign also launches NatWest’s new visual identity and tone of voice, co-created by the NatWest Brand Creative Collective, consisting of members of The&Partnership London, The&Partnership Edinburgh and NatWest in-house creative teams.

The new identity (audio below) reflects a new brand character, the ‘caring matriarch’, that is expert, empathetic and encouraging, showing customers that NatWest truly cares about you reaching your goals.

“When it comes to our finances we’re more likely to stick our fingers in our ears and go ‘lalalala’ than get on top of our money”, said Micky Tudor, Executive Creative Director, The&Partnership London.

So ‘Tomorrow Begins Today’ is a promise that NatWest will give you the motivation, tools and support you need to get going, keep going, and reach your goals sooner.”