Norwich and Peterborough Building Society (N&P) has tasked relationship marketing agency HS&P with launching the ‘N&P Banking Challenge’.
The activity is aimed at existing customers who do not hold their current account at the building society. The ‘N&P Banking Challenge’ invites customers to compare their current account, with what NPBS can offer them.
Under the strapline ‘Switch to N&P today’, the campaign targets customers through DM, instore activity and online advertising on the building society’s website.
The thinking behind the campaign is that research has shown people are unwilling to readily change current accounts because of the perceived difficulties associated with doing so, but the integrated campaign from HS&P highlights that with N&P, switching accounts is not a difficult or time consuming task.
Asking questions such as ‘does your bank recognise who you are?’ or ‘Is your current account working hard enough?’, the challenge highlights three areas in particular; customer service, the current account offer and the ease of switching bank accounts, all of which are areas where N&P believes it can give the High Street banks a run for their money.
Recent industry research identified that these four banks were guilty of failing customers by offering below average customer service and poor rates of interest.
The direct mail part of the campaign launches this week and the work further cements the relationship between the building society and HS&P, which have been working together since October 2006.
Debbie Britton, Head of Marketing at N&P comments: “At a time when the current economic climate is making people look for the best financial deals, many people still forget about the different options available to them with their current account. We want all our customers to take the N&P challenge and see how we can help them get the best from their current account by switching it to us and showing the ease with which they can do so.”
Sarah Fitzgerald O’Connor, Account Director at HS&P added: “We’ve seen that many people are unwilling to change their current accounts because they believe it is a complicated and time-consuming process. But what many don’t realise is that by doing so, there is much to gain. As a result, we wanted to create an action-oriented campaign that made existing customers at N&P sit up and take notice of the great current account the building society offers.”
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