NatWest: Tomorrow Begins Today

The campaign aimed to shift perception and attract a younger demographic (U35) by emphasising action and energy. A high-impact TV advertisement featuring Gwen Stefani's "What You Waiting For" broke category norms and resonated with the target audience.

A concurrent TikTok challenge using the same tagline encouraged user-generated content, resulting in NatWest trending on the platform for the first time with over 6 billion views on the #NatWestWhatYouWaitingFor hashtag. The campaign significantly increased brand standout with the U35 demographic by 200%, elevating NatWest from fifth to joint first as preferred bank for this age group.

Furthermore, consideration increased by 8%, demonstrating the campaign's effectiveness in repositioning NatWest as a dynamic and forward-thinking financial institution.

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

A full 360 brand campaign bringing meaning to their brand platform Tomorrow Begins Today - igniting action at every interaction. A kick ass TV ad set to banging noughties track ‘What you waiting for’ by pop icon Gwen Stefani. 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.

The results speak for themselves + 200% stand out with U35s and From 5th to joint 1st bank for under 35s. As well as an increase in consideration by 8% and 6 billion TikTok views on #NatWestWhatYouWaitingFor.