Tomorrow Begins Today

The NatWest brand had been static for years; too focused on product comms with consumers seeing the business as ‘just another bank’. They were being out-innovated by the emerging Neo-banks, and as a result, they saw market share decline.

We developed a new 360 full-funnel brand platform for them, Tomorrow Begins Today, which championed the potential in absolutely everyone and ignited consumer action at every interaction. Our most recent campaign under the platform is spearheaded by a kick-ass TV ad set to banging noughties track. It’s joined by stand-out OOH, Social, Radio and print assets. Breaking all category codes, the campaign captivated an U35 audience, and owned an attitude - a blast of energy and action. TikTok creators were challenged to show us ‘what you waiting for?’ - anything from DIY to degrees! Cue NatWest trending on TikTok for the first time ever, with 6 billion views and counting on the hashtag.

Brand consideration increased for the first time in a decade, and had a +200% stand out with U35s.

And, there were 6 billion TikTok views under the NatWestWhatYouWaitingFor hashtag.