Inspiring employee ideas and innovation

CLIENT

Nationwide

DISCIPLINES

Internal Communications & Employee Engagement

Driving collaboration and millions in efficiency savings with a moustache.

Nationwide, the UK’s largest building society, had an ambitious efficiency goal and wanted employees to get actively involved with innovative solutions to help meet the target.

Our campaign inspiration came from Arthur Webb; a pioneering figure who championed innovation and led the Society during two World Wars.

Driving £2million in efficiency savings in two months

At the heart of the campaign is a film narrated by Nationwide CEO, Joe Garner, featuring colleagues and execs promoting their practical and outlandish efficiency ideas along with the proud exclamation: “I am Arthur.”

Arthur Webb’s most striking physical feature was his rather impressive moustache. This moustache provided a visual cue which was first introduced in the “I am Arthur” film and then appears like a golden creative thread throughout the campaign.

The campaign directly drove £2million in efficiency savings in six months and won six employee engagement awards; including the IoIC Awards and the PR Week Awards.