Connecting with people is what Nationwide does best. It’s the world’s largest building society, and many of its 15 million members chose it because it offers more than the alternatives. To show its members it goes above and beyond, and to create even more meaningful relationships, it asked us to help bring the brand to some of the UK’s largest agricultural shows.
We worked closely with Nationwide teams to conceptualise, build and deliver a brand activation that felt fresh and kept visitors engaged. To do just that, we developed plenty of experiential elements that could travel from show to show. These included ‘paint your own piggy bank’, augmented reality branch finder, a ‘Real or Fake’ game with the aim to educate visitors on the topic of online safety, and a Nationwide heritage area, showcasing artefacts from their long-standing history.
Our modular approach to design meant the stand could be easily adapted for different shows, and different exhibition spaces. Ultimately, that meant Nationwide could reach people, you guessed it, nationwide.
The brand activation was rolled out 10 times in a year, including at the Royal Norfolk and Royal Welsh shows. In total, over 13,000 charity votes were given, over 13,000 piggy banks painted and 1,500 ‘Real or Fake’ games played. Engagement was what the team wanted, so that’s precisely what we delivered.