M&C Saatchi Says Hello & Goodbye to Unfair Banking for NatWest

NatWest and M&C Saatchi have unveiled an integrated campaign – ‘Goodbye, Hello’ – raising awareness of NatWest and the Royal Bank of Scotland’s move towards fairer banking for all customers.

The TV ad broke last night during Downton Abbey on Sunday 5 October, and the ATL campaign will also be running across VOD, press, outdoor, digital display, social, and digital content from 6 October.

In the TV ad we see a series of ‘goodbyes’, such as a couple waving goodbye to rainy weather as they board a plane somewhere hot, with the voiceover: ‘There are some goodbyes that feel good … So we’re saying a few of our own.’ The ad cuts to a man who discards a pile of ‘New Customers Only’ banking offers, and walks into a NatWest branch with a smile of relief. The voiceover comments: ‘Starting with saying goodbye to offers that aren’t available to our loyal customers. Goodbye unfair banking.’ The spot closes with the strapline ‘Goodbye unfair banking. Hello NatWest.’

The press, outdoor and digital display ads further substantiate the campaign message, with a series of straplines including: ‘Goodbye to hiding the best offers online. Hello to the same deals in branch, over the phone and online.’ A Royal Bank of Scotland version of the integrated campaign will run in Scotland with the strapline ‘Goodbye unfair banking. Hello Royal Bank of Scotland.’

Petra Cameron, Senior manager, Advertising at NatWest, said: “A lot of banks are talking about fairness, but with this campaign we hope to show people real changes we’re actually making so that they can judge for themselves.”

Jason Lawes, Creative Director at M&C Saatchi, added: “This is a campaign that celebrates change. In Goodbye, Hello we have a proposition that will begin the journey towards convincing customers that this is a brand trying to do the right thing."