ON were asked help to promote Nationwide’s Payday Saveday campaign which encouraged people to stop procrastinating and prioritise savings on pay day.
Our mission was to find a celebrity guest that would not only resonate with the key audiences, young people and families, but also with Nationwide’s key messaging around ‘procrastination’. We enlisted the help of Love Islander Curtis Pritchard to front our broadcast campaign, who at the age of 23 has already saved up and bought his own home making him an ideal spokesperson to spread the word that prioritising savings can really pay off. Accompanied by great research that showed procrastination costs the average person almost £30,000 over a lifetime, Curtis’s popularity helped us to push this message far and wide across the country.
The story reached an audience of almost 15 million listeners and viewers from 40 broadcast items. Our national coverage included a live TV interview on Sky News as well as BBC Radio 5 Live who ran the story in their Morning Reports bulletin. A final push later in the week paid off with a spot landing on BBC Radio 4.