NatWest Campaign Inspires Entrepreneurial Youth

NatWest has unveiled its latest ad campaign that focuses on supporting young people to grow their money confidence. The campaign, created by their lead strategic and creative agency, T&Pm, brings to life the feel-good-factor of taking action with finances and nods to the successful ‘Tomorrow Begins Today’ brand platform.

The new campaign empowers young people whilst showing how good taking action feels in small, manageable steps and inspires viewers to grow their money confidence. The campaign supports NatWest’s commitment to helping people across the UK to have a sense of progress and achievement with their money management. NatWest has a range of propositions which support young people and families to feel more confident with their finances. This new campaign also inspires the nation to take a little more action with their finances today, for a better tomorrow.

The first phase of the campaign focuses on the ways NatWest helps young people take action to grow their money confidence, taking them on a journey to financial independence – from first pocket money to first pay day. The objective is to help build positive money habits for the next generation and their families, as they grow.

The narrative shows how entrepreneurial spirit can thrive as the audience follow the journey of a young boy’s growing confidence as he’s supported by his family to start his own side hustle, making beaded bracelets to sell to his friends. Elvis’ iconic ‘A Little Less Conversation’ song features as the soundtrack, mirroring the messaging around taking a little more action and how this feels for young people.

This campaign reframes the perceived effort of taking financial action from being big and potentially daunting to something small and achievable. The heart of the TV advert shows the emotional impact of taking action for viewers and how the smallest of actions can spark a sense of accomplishment, which encourages more action.

The multi-channel campaign focuses on NatWest Rooster Money, the children’s account which helps young people learn to earn, save, spend and build better money habits, and NatWest Thrive – which helps young people build self-belief and a positive money mindset as they prepare for the world of work. The campaign will be supported by an extensive social-first campaign and feature across radio and cinema.

Directed by Molly Burdett and produced by Spindle, the campaign will run across TV, cinema, radio, OOH, social web and email. Still and motion was captured by Sam Wright and produced by Creative Outpost.

It will run from now until the end of March across all internal and external media channels.

Marg Jobling, chief marketing officer at NatWest said, “Two thirds (65%) of young people say that a lack of financial confidence would prevent them from achieving some of their life goals. Our new campaign aims to inspire young people across the UK and show how committed we are to helping them grow their money confidence. I’m proud we’re there to support those taking action, to keep going at every step of their journey, so they can reach their goals, whatever they may be.”

Micky Tudor, ECD of T&Pm said, “We’re excited to build on the success of our platform idea – Tomorrow Begins Today. With a little help from Elvis, this latest burst dramatises the exponential benefits of taking a little more action, showing NatWest’s commitment to the younger generation.”

Sharon Dhillon, Initiative MD said, “We’re excited to continue to build NatWest’s brand presence and bring to life how NatWest can help you take action today for a better tomorrow.”