Challenge: Student’s aren’t particularly financially savvy, with their student loans likely being the first time they’ve received such a large sum of money.
Insight: The smarter you get the less you lose.
Idea: Be Uniproof: A 360, year-long platform that turns NatWest into the perfect parter in crime for your university life. The campaign will help students to be financially savvy, without missing any fun.
Execution: Using a hero TV spot, we showed how poor financial planning can result in a sub-par university experience (and a diet of baked beans). We then created a series of interactive online tools, all of which helped students prepare themselves for their upcoming uni lives, as well as a Facebook app that enabled people to sign-up for a student account.
Agency: M&C Saatchi.