UK bank group NatWest has launched a new ad campaign based around its MoneySense education programme.
The campaign is the first work for the bank by new agency The&Partnership and features a 40-second ad spot.
Set to the memorable crowd pleaser ‘This is how we do it’, by Montel Jordan, the main protagonist in the film is such a keen little saver, that swiping the shiny £1 coin out of Dad’s trolley produces a swagger of such epic proportions that all passers-by turn to admire her.
Emulating true money confidence, the joy of finding this precious bounty only highlights the disregard and lack of respect her father has shown towards this small denomination of cash.
NatWest ad campaign
The film was Directed by Blink Productions’ The Bobbsey Twins From Homicide. It was shot on an Arri Alexa camera, the shoot took four days and was shot in East London.
MoneySense has been running for 25 years, offering free resources to teachers and parents. It’s complemented with volunteers from the bank who visit schools to support or run lessons.
Classroom workshops are based on key moments in a young persons’ life. This includes elements such as budgeting for a party, managing pocket money, or staying vigilant against fraud and scams.
In 2019, NatWest MoneySense reached over 1 million UK children.
According to the Money Advice Service, young people’s attitudes to money are established by the age of seven. Many young people leave school lacking basic financial skills.
Only 43% of young people are confident about managing their money; 59% of 16-17 year olds can’t read a payslip; and 32% have no experience of putting money into a bank account.
NatWest’s MoneySense educational resource helps young people understand the consequences of poor money management.
We Are What We Do
The bank believes ‘We Are What We Do’ and that when we feel financially confident we can make the most of our money. This, consequently means we have more choices. It said the opposite is true when we are unsure and scared of money. This is when we make poor decisions and are consequently limited in our options.
In this new campaign from The&Partnership London, emphasis is placed on the ‘We’ and ‘Do’.
“We are passionate about equipping people with a more positive mindset and greater capability around their money”, said Emma Isaac, Brand Marketing Director for NatWest, Royal Bank of Scotland, Ulster Bank and Coutts at RBS.
“We know it’s important for people to learn these skills from an early age as it helps them make the right financial choices in later life.
“That’s why our MoneySense programme has been helping young people, like the incredible little girl in our advert, build a better financial future for over 25 years.“
Micky Tudor, Executive Creative Director, The&Partnership, London, said: “We wanted to bring a bit of joy, energy and swagger to what can often be a category that at times, can appear a little dull.
“Luckily, we found a little girl that embodies the confidence that NatWest is giving kids up and down the county with their free MoneySense lessons in schools”
The campaign will be the biggest and most consistent that NatWest has run in four years.
It’s adopted a truly digital first multi-channel approach using Social, AV, DOOH, Display, Press, and Radio to drive significant national scale. All of this will help reinforce the message that NatWest is the bank to help drive financial confidence and capability.
The campaign has more media innovation than ever previously used by NatWest, the firm said. It’s launching with some channel takeovers to grab the nation’s attention. It’ll also ask them acknowledge their need to take personal action regarding their finances.
Throughout the campaign traditional and digital channels will be used to bring to life the musicality of the creative concept.
NatWest hopes nobody is left in any doubt about its ambition to help the nation have MoneySense.