MEDIA: Media choice/nationwide

The unspoken rules that govern traditional British reserve demand that we don’t sit and chat to strangers, or make an unnecessary noise in public places.

The unspoken rules that govern traditional British reserve demand

that we don’t sit and chat to strangers, or make an unnecessary noise in

public places.



Well, Nationwide’s new outdoor advertising campaign - the first in two

years - is set to challenge that by bringing ’sonic six-sheets’ to bus

stops across London, the Midlands, the North West and Meridian

region.



When you turn up to catch the No19 you will now be confronted by a

poster chanting ’Here fees go, here fees go, here fees go’ to advertise

the fact that Nationwide’s current account - FlexAccount - has no daily

fees, as well as leveraging the company’s sponsorship of the England

football team by mimicking the famous ’Ere we go’ chant.



Football is undoubtedly our national sport, gaining popularity among a

much wider range of people than the traditional stereotype of the young

male match-goer. As such, I think that the campaign is less ’niche’ than

it might first appear, and will most certainly be a quirky and

attention-grabbing way of targeting new customers.



But when predicting the success of the campaign, I have to put myself in

the shoes of those punters who may have to wait a long time for the same

bus every day. I suspect that listening to this curious terrace chant

every day during the two-week campaign may get a little bit annoying - I

hope I’m proved wrong.



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